Sun Pharma hires Mullen Lintas for Pepmelt campaign

MUMBAI: Sun Pharma's antacid brand Pepmelt has appointed Mullen Lintas as its creative agency following a multi-agency pitch.

Pepmelt, the latest entrant to the Rs 1,180-crore Indian antacid market, has earmarked Rs 25-30 crore for its maiden marketing campaign, discloses industry sources.

“The consumer products business is a high margin, high growth business not only in India but in other markets where we have presence, where our idea is to grow the business, look at new products, look at potential inorganic opportunities,” said Dilip Shanghvi, managing director at Sun Pharma.

The brand's media planning and buying will be handled by Starcom Mediavest.