Amrutanjan appoints Lowe Lintas; raises ad spends by 30-40 per cent

Mudra South has worked on the creative duties for this account in the past.

Headache and pain management brand Amrutanjan has selected Lowe Lintas as its new creative partner. The agency's Chennai branch will handle the business.

The development is the result of a multi-agency pitch that was initiated in Chennai around the first week of April.

The winning agency's immediate mandate is to focus on the mother brand, Amrutanjan Aromatic Balm (informally known as Yellow Balm), the company's flagship brand, which is popular in the pain relief space.

Confirming the news to afaqs!, Reena Kamalarajan, group product manager, Amrutanjan Healthcare, says, "We plan to revive our aromatic balm and highlight its goodness. This is the mother brand that we want our current consumers to connect with." She goes on to inform that the ad spend for the brand has been raised by 30-40 per cent.

G V Krishnan, executive director, Lowe Lintas and Partners, says, "We are proud to have won the creative mandate for such an iconic, heritage brand. Fragrant, yellow and soothing, it is India's way of saying goodbye to headaches." He adds that the agency's task is to rejuvenate the brand and build relevance and preference for it.

"This win will give us the opportunity to create some great work for our portfolio, build more brands and strengthen our presence in Chennai," Krishnan adds.

In September 2011, on the occasion of completion of 118 years of its existence, Amrutanjan underwent an extensive re-branding process involving a new brand identity, revamped logo, fresh tagline and different packaging.

Conceptualised and executed by Shining Consulting, the new logo is a spherical form that incorporates the colours green, blue, red, yellow and white (the colours of nature). The brand name 'Amrutanjan' is written in black at the centre of the circle and the words 'Since 1893' are written above it, while the brand's new tagline, 'Pure Healthy Essence', is mentioned below it.

Earlier, the logo was a square-shaped unit in buff yellow and dark green, with 'Amrutanjan' written in white.

Mudra South has worked on the creative duties for this account in the past.

Currently, Vizeum India, part of the Aegis Media Group, handles the media planning and buying duties for Amrutanjan; the agency was awarded the account in February, 2010. Earlier, the media mandate was with Media Direction, the specialist media services wing of the R K Swamy Media Group.

It may be noted that for Lowe Lintas Chennai, this account win comes close on the heels of bagging the creative duties for German auto giant Daimler's BharatBenz truck portfolio.