Karishma Initiative wins Hamdard account

Hamdard (Wakf) Laboratories, one of India's leading Health and Wellness companies has announced Lintas India's Karishma Initiative as its new Media Agency on Record (AOR), to handle all its media buying and planning activities. Following a multi-agency pitch, Hamdard chose Lintas India's Karishma Initiative as its Media AOR for its entire product portfolio including its hero brands - RoohAfza, Safi, Roghan Badam Shirin, Cinkara. The pitch saw participation of six more agencies besides Lintas India's Karishma Initiative.

The move is a part of the Hamdard's transformation into a vibrant organisation. The company has undergone many operational changes in the past year, which includes venturing into new consumer care categories, innovative consumer outreach initiatives, and revamping of the marketing & advertising strategy. The account size is estimated to be about Rs.30 crores.

Speaking about the development, Mr. Arshad Siddiqui, Chief Marketing Officer, Hamdard (Wakf) Laboratories said, "We are pleased to have Lintas India's Karishma Initiative as our Media partner because they understand our strategic requirements." He further added, "We evaluated all the agencies primarily on four fronts, Appreciation and understanding of brand goals, recommended strategic inputs, proposed media strategy and team in the forefront, Lintas was good in all the areas. We look forward to a long term association with them".

NP Sathyamurthy, CEO, Karishma Initiative said, "It is a significant win for Karishma Initiative Delhi operations and obviously we are delighted because of 2 reasons. One, Hamdard's multi brand portfolio targets varied audience sets, which is a challenging task. Secondly, we won the pitch against many large and worthy competitors."

Karishma Initiative (KI) delivers the complete suite of media solutions to clients across all mass media like television, print, radio, outdoor, sponsorships, events, on ground activations and business consulting. Currently, KI has offices within India in Bombay and New Delhi.