Moov , the flagship brand owned by Paras Pharmaceuticals will be handled by Mudra while the deodorant brand, Set Wet, will be handled by Contract, Delhi. According to industry sources, there was no formal pitch process the decision was taken post presentations by a couple of agencies. The size of the account remains undisclosed.
Mudra handles a majority of the Paras brands, including Borosoft, Krack cream, Dermicool, Livon and Recova. Thus currently, there are three agencies on the Paras roster. Media buying is handled internally.
Triton was the custodian for these four Paras brands for nearly 18 years and i is beleived that the changes have been brought about because of the change in management.
Speaking about the changes, Jignesh Shah, GM, marketing, Paras Pharmaceuticals, said, “The decision to review the duties was made much before the change in management. Work was suffering and Triton was given time, but nothing came out of it. We were looking for fresh thinking, new ideas and a better strategy, which is why the review came about.”
Speaking about the plans for Moov, Ajay Rawal, category head, Paras Pharmaceuticals, said, “We have been observing competition and will soon come out with a strategy accordingly.”
Just like Moov Set Wet, too, has been low on visibility. The last campaign for Set Wet Zatak was a spoof on its competition, Axe Deodorant.
Presently, Set Wet is in the process of consolidation. The brand was launched with a range of styling gels and soon branched out into deodorants, shampoos and even fairness creams.
According to sources, the next Set Wet campaign should be out in a few weeks.
Source: Bombay Adclub