Gelusil mandates for ideas@work

14 Oct,2011

By Shubhangi Mehta

Ideas@work will be working as the creative agency for Pfizer’s Gelusil Xtra Cool, the agency has confirmed the news to MxM India.

The incumbent on the business was Bates. The media mandates for them are handled by Mediacom.

The new campaign will break in this quarter. The focus will be on television and highly targeted btl activities. The account size could not be ascertained at the time of filing the report.

Ideas@work is a Mumbai-based boutique agency. The agency is the brainchild of co-founders and creative directors Zarvan Patel and Prashant Godbole. They handle brands like Reid & Taylor, Red Bull, Big Rock etc.

Around the world, the Gelusil brand has become renowned for relief from an anxious stomach. Introduced in the late 1930s as a liquid and initially sold in a blue-glass wide-mouthed bottle, through its 70 years it has not only become a staple of medicine cabinets, but it has become a word associated with relief.

Gelusil was created by the pharmaceutical company first known as William R Warner & Co. (later Warner-Chilcott, then Warner-Lambert) and was formally filed as a trademark in 1939. Warner was a pioneering pharmaceutical company known for the innovation of coating pills with sugar. Gelusil’s early slogan was “the different antacid” because it was both an antacid and anti-gas.

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One response to “Gelusil mandates for ideas@work”

  1. Sai Nagesh says:

    Heartiest congratulations Prashant. Cheers !!