Mankind Pharma hunts for a creative partner

The pharmaceutical company has called for a pitch for two brands, Kaloree 1 (sugar sweetener) and Manforce (condom), which it plans to relaunch this year. The size of the combined business is about Rs 20 crore.

Mankind Pharma has called for a creative pitch for two of its brands - Kaloree 1 (sugar sweetener) and Manforce (condom). The size of the account is said to be about Rs 20 crore.

Confirming the development to afaqs!, a senior executive on condition of anonymity says, "We are looking to relaunch both the sugar sweetener brand, Kaloree 1 as well the condom brand, Manforce. The idea is to give the sugar sweetener brand the much required push in the category and further strengthen Manforce's position in the condom category."

In April 2011, the company had announced its intention to finalise a creative agency for Kaloree 1. However, the plan was later shelved. Currently, the creative for the brand is managed by an in-house creative team. The last television commercial for the brand was made in 2008 and featured former cricketer Wasim Akram.

Akram was diagnosed with diabetes at the peak of his career.

The pharmaceutical company had assigned the creative duties of Manforce to McCann Erickson in April 2011, following a multi-agency pitch. At the same time, McCann was also awarded the creative duties for two more brands - Addiction (men's deodorant) and Gas-o-fast (digestive tablet). The company launched Manforce in 2001.

Prachar Communications handles the media duties for all Mankind Pharma's brands.

For the record, one of the leading pharmaceutical companies in India, Mankind was established in 1995. In 2010, the company decided to enter the over-the-counter (OTC) category and launched various products including pregnancy test kits, oral contraceptive pills, sanitary napkins, condoms and adhesive bandages.