Emami appoints Rediffusion Y&R for BoroPlus and Zandu

Apart from handling the creative duties for Zandu Balm, the agency will also take charge of developing the communication task for reintroducing a range of OTC products from the Zandu family

May 12, 2011 01:14:00 PM | Article | Arati Rao

Emami has assigned the creative mandates of BoroPlus and Zandu to Rediffusion Y&R.

The product portfolio includes Himani BoroPlus Antiseptic Cream, and other specialist creams and lotions. Apart from handling the creative duties for Zandu Balm, Rediffusion Y&R will also take charge of developing the communication task for reintroducing a range of OTC products from the Zandu family. The OTC range includes heritage products such as Zandu Pancharishta and Nityam Churna.

“Rediffusion Y&R has been working closely with Emami for over three years on one of our yet-to-be launched brands. They have the ability to offer the best of both worlds – benefits of a large agency and senior management involvement coupled with an agility that is crucial for our brands.  Rediffusion has built some of the iconic brands in the country and we are confident that their understanding of the category, consumer segment and clutter-breaking creative solutions will help us grow our brands to the next level,” said Harsh Agarwal, director, Emami Limited.

D Rajappa, president, Rediffusion Y&R, said, “We are delighted to work on Boroplus and Zandu which are both legendary brands.  They present an opportunity to create iconic work in a highly cluttered and competitive category and we are looking forward to partner Emami in their next phase of growth.”