Paras Pharmaceuticals' OTC business moves to Euro RSCG

This is post the takeover of Paras Pharma by Reckitt Benckiser. Euro RSCG will be in charge of brands such as Moov, Itchguard , Krack, Dermicool, D'Cold.

Paras Pharmaceuticals, post a pitch process, has awarded the creative duties for its over-the-counter (OTC) brands to Euro RSCG India. Sources close to the development have confirmed this. As reported by afaqs! earlier, after the Reckitt Benckiser buyout of the Ahmedabad-based Paras Pharmaceuticals, an ad agency reshuffle was on the cards for the Paras Pharma brands, both in the personal care, as well as in the healthcare categories.

While the healthcare brands will now be handled by Euro RSCG, a decision on the personal care brands is pending. Personal care brands include popular names such as Livon, Borosoft, Recova, the Set Wet range and Zatak, while popular healthcare brands include Moov, ItchGuard, RingGuard, Krack, the Dermicool range, and D'Cold.

Four agencies have been on the roster for Paras Pharma: Mudra, which has handled brands such as Dermicool and Eclipse, Contract, which takes care of the Set Wet range, Saints & Warriors, which handles brands such as Zatak, and Cut the Crap or CTC, which takes care of Livon and Recova. With this development, sources say, Mudra will not work on the Paras brands.

Euro RSCG, which is Reckitt Benckiser's creative agency in India, had stepped into the fray for Paras brands, owing to the Reckitt connection, the source adds, a key factor amongst others that tipped the business in its favour.

The media duties for Paras are not under review.

As is known, in December 2010, Reckitt Benckiser of the UK, announced its decision to buy out the Ahmedabad-based Paras Pharmaceuticals for Rs 3,260 crore.

For the record, the Reckitt Benckiser portfolio of brands include Lysol, Dettol, Vanish, Durex, Airwick, Mortein, Veet, Clearasil and Strepsils, among others.