Afaqs: Mayden Pharma India, a Cochin-based herbal medicines (over-the-counter and ethical) company has handed over its creative duties to Lowe Lintas, Mumbai following a multi-agency pitch.
The ad firm will now be responsible for handling the brand’s communication development, which will include strategic planning and brand launches.
Elaborating on the agency’s pitch, Tarun Chauhan, senior vice-president, Lowe Lintas said, “It was more of strategy-based pitch, rather than creative. Lowe’s ability to think out of the box helped us win the business.”
Sujit Nair of Lowe Lintas, who will be leading the project, commented on the win saying, “The category is exciting and Mayden Pharma’s plans are ambitious. It’s a massive opportunity for the brand. We are all charged up to make the most of it.”
Arun Raman will be the strategic planner while Subramani Ramachandran and Rajeev Hajare will head creative and client servicing, respectively.
“Lowe’s strategic approach towards the brief, creative solutions to building the brand and 360- degree capabilities helped to swing the decision in their favour,” says Navin Nair, executive director, Mayden Pharma.
He went on to add, “With the brand insights from Lowe Lintas, we also intend to introduce a number of significant innovations in our ayurvedic range of products.”
Mayden Pharma currently operates in 14 states and trades through the ethical route for its branded penicillin range. The company intends to go both the ethical and OTC way for its Ayurvedic range by March 2010.