Pitch underway for Piramal Enterprises' OTC business

Pharma major Piramal Enterprises has invited creative agencies to pitch for the business of its consumer products division. Incumbent Orchard Advertising is also participating in the multi-agency pitch process.

The consumer products division comprises brands such as Lacto Calamine, Saridon, i-range (i-pill,i-sure,i-can) Polycrol, Supractiv and Tri-Activ.

Kedar Rajadnye, president and COO, consumer products division, Piramal Enterprises , said, “We have been working with Orchard Advertising for all our brands since the last three years and we are extremely happy with them. We have had a great experience with them and Orchard to a large extent helped us move from 40th rank to seventh rank in the OTC space in the healthcare industry in India (by sales,  Nielsen data)".

"Late last year, we developed a strategy to be amongst the top three players and that meant we assess all the capabilities we have. We thought we will reassess the market today, and see which are the agencies that can help us in this endeavour. So, we are going through a process today with which agency we would like to work with in the future," he added.

On the marketing spends, he said, “Today our total marketing spends would be anywhere between 45 to 50 per cent of our topline and the target for this financial year (2013-14) is Rs 300 crores. We spend around Rs 70 to 80 crores on mass media advertising like TV and press. The digital medium accounts for around 7 per cent of the marketing budget.”

The division recently appointed Madison Media Sigma to handle its media duties.

Also read: Piramal Heathcare assigns media duties to Madison Sigma