Rediffusion-Y&R to handle Abbott's Digene

Draftfcb Ulka is the incumbent agency on the account.

Abbott India has appointed Rediffusion-Y&R to handle the creative duties of its popular antacid brand, Digene. The agency's Mumbai branch will work on the business.

The incumbent creative agency on the business is Draftfcb Ulka. Ulka has been handling the brand for several years.

The account has moved after a long-drawn multi-agency pitch that began in June, 2012. Several networked creative agencies participated in the process.

Sources close to the development have confirmed the news to afaqs!. It is further learnt that the selected agency's mandate will include working on a new strategy for the brand.

The brand has exploited TV, print and outdoor media in the past. It is learnt the upcoming communication will be a 360 degree effort.

Abbott, a diversified healthcare company, is present in over 150 countries and employs about 70,000 people worldwide. The company was established as Abbott Laboratories in 1888. Currently, Abbott has interests in areas such as diagnostics, vascular disease, diabetes care, vision technologies, nutrition, pharmaceuticals and animal health.

Available in both liquid and tablet form, Digene has a range of flavours including mint, orange and mixed fruit.

Among Rediffusion's recent account wins are brands such as Mentho Plus and Fast Relief from Emami.