Following its acquisition by Emami Ltd, Zandu Pharmaceutical Works Ltd has consolidated its media buying business with Prachar Communications, which is also the media buying agency for Emami.
The incumbent agency is Lodestar Universal. The creative duties for Zandu will continue to be handled by TBWA\India. Anand Mundra, CFO and company secretary, Zandu Pharmaceutical, has confirmed that the media spend is estimated to be over Rs 20 crore.
In June 2008, Emami Ltd had picked up an additional 3.91 per cent stake in Zandu Pharmaceutical. Prior to that it had increased its stake in the company to 27.5 per cent.
Rajesh Jain, MD, Prachar Communications, expressed his delight over the win, “We previously also handled Zandu, and now, the business has returned to our kitty. We are very excited about the win, and as per the brief given of making Zandu big in the Ayurvedic space, we are now working towards it.”
Mundra explained the selection of Prachar, “The ideas and the communication plan proposed by Prachar was the reason to award the media buying duties to them. Zandu plans to make it big in the Ayurvedic product business and that’s what our new agency would be working towards.”
Zandu manufactures a wide range of Ayurvedic medicines, specialising in rheumatology, gynaecology and the central nervous system. Its major products include Zandu Balm, Zandu Chyawanprash, Zandu Kesari Jeevan, and Zandu Pancharisht. These products command significant market share in their respective segments.