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Purvita Chatterjee

Mumbai , June 20

ELDER Pharmaceuticals is looking at events and promotions to boost its brands and is in the process of clubbing its brands under one agency. Leo Activation, which already handles its Blistex brand, is likely to get the the rest of its consumer brands as well.

Meanwhile, the company intends retaining its mainline agencies such as Contract, Everest and Bates India. But having realised the power of below-the-line communications, it has decided to use Leo Activation for all its brands. Currently, Elder Pharma has brands such as Tiger Balm, the mouthwash brand of AMPM, Foltene, apart from the newly launched brands of Blistex and FairOne.

Speaking to Business Line, Mr Shishir R. Mishra, General Manager, Marketing, Consumer Products Division, said: "The purpose is to create more trials and make one-to-one consumer contact which is not possible in electronic media."

Marking a total ad budget of Rs 17 crore this year, the company also intends doubling its distribution network of 5 lakh outlets in the next two years.

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