McCann Erickson bags creative duties of three Mankind Pharma brands

The agency has bagged the creative account for three brands - Addiction (men's deodorant), Manforce (condom), and Gas-o-fast (digestive tablet). The size of the account is said to be worth Rs 20 crore, approximately, which includes all the three brands.

McCann Erickson has won the creative duties for three brands from Mankind Pharmaceutical -- Addiction (men's deodorant), Manforce (condom) and Gas-o-fast (digestive tablet). The total size of the account for all three brands is around Rs 20 crore.

A senior official of Mankind Pharmaceutical, who has confirmed the development on conditions of anonymity, says that this is the first time that the company has assigned the creative duties to a creative agency for all three brands.

Prior to this, the creatives for all the three brands were managed in-house, as the company's appointment of an agency was project-based.

The company launched Manforce, its condom brand, in 2001. This was followed by the launch of Addiction deodorant for men, in 2010. Currently, the deodorant brand is being promoted by cine star Neil Nitin Mukesh.

For the record, Mankind Pharmaceutical was established in 1995, and is currently one of the leading pharmaceutical companies in the country. In 2010, the company decided to foray into the over-the-counter (OTC) market with the launch of products such as OTC drugs, condoms, pregnancy test kits, oral contraceptive pills (OCPs), sanitary napkins, and adhesive bandages.