Rediffusion to handle Emami's Mentho Plus and Fast Relief

The development makes the agency the creative custodian of Emami's entire pain management portfolio.

Kolkata-based FMCG giant Emami has awarded Rediffusion-Y&R the creative mandate for Mentho Plus and Fast Relief, brands that belong to the company's pain management portfolio.

The agency already handles the creative mandate for Zandu Balm. With the two new wins, the agency becomes the exclusive communication partner for Emami's complete pain management portfolio.

Rediffusion-Y&R also manages the marketing communication for Emami's flagship multipurpose cream brand, Boroplus.

Rediffusion-Y&R has been working closely with Emami for more than four years now. Commenting on this expanded scope of communication partnership, Vilien Dengle, general manager, marketing, Emami, says, "The agency has continued to exhibit an intimate level of engagement with Emami's brands, the category and markets which, coupled with its strong creative capabilities, have made our brands salient in the minds of our consumers. Hence, we are happy to entrust it with the creative duties for our entire pain management solution."

Expressing his joy, D Rajappa, president, Rediffusion-Y&R, says, "We partner with our clients to make brands important in the lives of its consumers through strategically sound and innovative creative ideas."