Livon, Recova shift creative duties to Cut The Crap from Mudra

Paras Pharmaceuticals has awarded the creative duties of its brands - Livon and Recova to Jagdish Acharya's Cut The Crap, following a multi-agency pitch.

Mudra Communications was the incumbent agency for the two products.

Paras Pharmaceuticals roster of products are handled by four agencies, Contract Advertising that handles its SetWet range, Saints and Warriors for Zatak, Mudra that continues to handle Dermicool, Borosoft and Krack, and Cut The Crap henceforth.
Media duties for all the brands are handled in-house.

Paras Pharma is looking to expand the market share of these products. It will be revamping its anti-ageing brand Recova by adding under-eye gel, day and night creams to the product portfolio. 

Cut The Crap was floated by Acharya, who had previously worked with Mudra Communications, in January 2009.