Tag: Lupin

India – Local pharmaceutical company Lupin has acquired five brands under the Italian pharmaceutical company Menarini. The brands include Piclin, Menoctyl, Sucramal O, Pyridium, and Distaclor. These legacy brands will help Lupin in further enhancing its diverse portfolio and solidifying its position as a leading pharmaceutical organisation in India.

Lupin has been exclusively marketing these brands in the Indian market since July 2021 under a distribution and promotion agreement with A. Menarini India Private Limited. This strategic acquisition for the Indian market marks a significant step forward for Lupin as it continues to expand its presence in India.

Nilesh Gupta, managing director at Lupin, said, “This acquisition aligns well with our strategic goal to broaden our presence in the Indian market. By offering a comprehensive range of products, our aim is to deliver even greater value to our stakeholders and the communities we serve.”

Meanwhile, Girisan Kariangal, managing director at Menarini India, commented, “Lupin has been successfully marketing the scope brands for Menarini since 2021, which has been a testament to our evolved collaboration. I am happy that Lupin will now carry forward their legacy with full trademark ownership.”

He added, “For Menarini, this transaction further signals our continued commitment to nurture and expand our Dermatology and Aesthetics portfolio and business. Menarini is a top 10 multi-national company in this therapeutic area in India and has witnessed strong organic and inorganic growth.”

India – Latest ad from an Indian brand passes through our radar armed with a silly and comic punch. Lupin’s OTC brand Lupizyme Plus for gut health tells a documentary-style narrative of a man’s life with a unique gift – listening and interpreting the problems of the gut. 

Dubbed the ‘Gut Whisperer’, the ad is conceptualized by Contract Advertising and takes viewers on a journey of how the man’s ‘gift’ helped people who suffered from gut and stomach problems – ultimately directing them to relief through the real ‘ustaad-ji’ of gut problems – Lupizyme Plus. 

Anil Kaushal, head of OTC business at Lupin, said that in order to take the brand to the next level, it’s important to make it a conversation leader.

“This idea is the next step in that regard, to build engagement with our audiences, start conversations and make the brand top of mind when it comes to gut health,” said Kaushal. 

Supratik Sengupta, head of marketing of Lupin’s consumer healthcare, commented, “Breaking the norms of a category is always challenging. But this idea managed to weave in the voice of the brand with the need to tell the Lupizyme story in a disruptive, yet relevant and engaging way.” 

Sagar Mahabaleshwarkar, chief creative officer of Contract Advertising, vouches for the appeal of a documentary and says that the story of a life told in this way injects a different level of engagement. 

“And with the Gut Whisperer, we got a chance to disrupt traditional OTC communication conventions. And with Lupin, we had a great client who immediately saw the potential of this idea,” said Mahabaleshwarkar.

Lupin’s Lupizyme Plus is available as a tonic, capsule, and tablet and contains a PRO-Body formula that stimulates the body’s natural digestive process to provide relief from indigestion.