Ogilvy Chennai bags Woodward's Gripe Water account

The incumbent creative agency on the business is JWT.

Ogilvy India's Chennai branch has won the creative mandate for the brand Woodward's Gripe Water. The brand, an offering from the TTK Healthcare stable, is a popular OTC (over-the-counter) remedy for infant colic.

A senior member of the company's marketing team, as well as the agency executives, have confirmed the news to afaqs!.

As per industry estimates, the size of the business is around Rs 5-10 crore.

The development comes on the back of a multi-agency pitch held in Chennai. The incumbent on the account is JWT.

Ogilvy Chennai is set to launch a multi-media ad campaign for the brand, shortly. It is learnt that the media mix will include television. Typically, this brand is active on the communication circuit in spurts -- in every two-to-three years.

The media mandate for Woodward's Gripe Water lies with Vizeum. The agency was awarded the media planning and buying duties for the parent brand TTK Healthcare in January last year. Prior to that, Mindshare was in-charge of the company's media duties.

TTK Healthcare is a part of the TTK Group, an integrated manufacturing and marketing group. TTK Healthcare was incorporated in 1958, and went public in 1985. It has three SBUs (Strategic Business Units) including a pharmaceuticals division, a consumer products division, and a biomedical devices division.

Ogilvy already handles part of the TTK Healthcare portfolio, including the Eva range of personal care products.