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An India-based ad agency wins a brace of golds at the healthcare industry’s equivalent of the Oscars, reports Inder Sidhu

Gold standard Managing Partners Sangeeta Barde (left) and Susan Josi (right) hope to take the agency global
Gold standard Managing Partners Sangeeta Barde (left) and Susan Josi (right) hope to take the agency global

MUMBAI-BASED Sorento Healthcare Communications managed to bag two golds at the prestigious RX Club Show awards, held on November 12 in New York – the only Indian agency to score top honours. The small, relatively unknown firm beat out a number of much larger, heavy-hitting, international and Indian agencies for the victories.

An industry showcase for pharmaceutical advertising billed as the Oscars of healthcare, the RX Show sifted through 2,000 entries from around the world, eventually selecting only 10 gold-worthy submissions. Sorento was recognised for its creative work in both print and television: “Sand Clock” for Schering-Plough’s Naturolax topped the poster category, while “Bedtime Story” for Eisai’s dementia awareness campaign won out among commercials.

Sorento’s award-winning work demonstrates both the versatility of its creative department and the diverse nature of healthcare-related marketing. The poster is strictly wink-wink-nudge-nudge toilet humour, while the TV spot for Alzheimer’s awareness is a rather less lighthearted affair.

Sorento is one of only 10 agencies to be awarded gold at this year’s RX Club Show

Toilet humour Sorento’s award-winning poster for Schering-Plough
Toilet humour Sorento’s award-winning poster for Schering-Plough

 

Dementia awareness A still from Sorento’s award-winning Alzheimer’s campaign
Dementia awareness A still from Sorento’s award-winning Alzheimer’s campaign

Sorento hopes the awards and accolades will raise its own brand’s profile and drum up international interest in its services. Managing Partner Susan Josi says that the awards prove the company’s 60- person team — the largest healthcare communications outfit in India — is more than capable of producing international-calibre work and holding its own against the Saatchis and Ogilvys of the advertising world.

 

“What we do here,” Josi says, “We can do the world over. We can do globalquality work internationally and are constantly pushing the creative envelope. We’re not looking for someone to acquire us and take us global, we want to get there on our own merit.” Sorento, she notes, already has clients based in Russia and Switzerland.

Founded as Sohum Communications over 10 years ago, Sorento’s client roster has included such multinational powerhouses as GlaxoSmithKline, Cipla, and Pfizer. Looking forward, the company has already identified potential areas for expansion, including onlinef content publication.

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