Steve’s breakdown: Manforce Condoms and Kaloree 1 sugar free tablets brands are both in review representing $4 million. They are looking for fresh thinking so incumbents will not pitch.

DELHI, India: Mankind Pharma, one of the largest pharmaceutical companies of India, is on the lookout for creative partners for two of its brands – Manforce Condoms and Kaloree 1 sugar free tablets. The pitch process, to be held in Delhi, has just been initiated by the company and agencies are yet to be called for presentations. Cumulative size of the business is estimated to be in the vicinity of Rs 15-20 crore.

Company officials, on the condition of anonymity, have confirmed the news to exchange4media. While the incumbent on Manforce Condoms is McCann Erickson’s TAG, the pitch would be a fresh call for creative partners for Kaloree 1. The ads for Kaloree 1 have earlier featured Pakistani cricketer Wasim Akram as brand ambassador. The company is now planning to re-launch the brand with fresh packaging and a fresh communication strategy.

Media duties for Mankind Pharmaceuticals are currently handled by Prachar Communications.

For the record, Mankind Pharma, a company incepted in 1995, is amongst the fastest growing pharmaceutical companies in India today, heading towards an annual turnover of Rs 2,200 crore. The company’s offerings span antibiotics, antifungals, gastrointestinals, NSAIDs, anthelmintics, cardiovascular, dermal and erectile dysfunction categories. Some of the popular OTC and FMCG brands from Mankind Pharma include Unwanted72, Prega News, Kustody, Adiction, Gas-O-Fast, Manforce Condoms and Kaloree 1.

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