Amrutanjan shifts media mandate to OMD

Vizeum is the incumbent media agency on the account.

Headache and pain management brand Amrutanjan has shifted its media planning and buying mandate to OMD. The agency's Chennai branch will handle the account.

Reena Kamalarajan, group product manager, Amrutanjan Healthcare has confirmed the development to afaqs!.

Earlier, the media mandate for Amrutanjan was with Vizeum India, a part of the Aegis Media Group. The agency was awarded the duties in February, 2010. Before that, the media mandate was with Media Direction, the specialist media services wing of the R K Swamy Media Group.

Recently, Lowe Lintas Chennai was awarded the creative duties of Amrutanjan. Mudra South has worked on the creative duties for this account in the past.

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.