MAM
Mudra Bangalore’s Duroflex TVC wins award
BANGALORE: A mattress which invokes “romance” and also wins awards for the ad agency which came up with the creative idea.
Mudra Communications, Bangalore, has won a finalist certificate in the household appliances/furnishings category at the recently concluded New York Film Festival (Ad films). The agency had developed the television commercial (TVC) titled “Photo Session” for Duroflex Mattresses, according to an official release.
The Duroflex TVC built on the positioning of Duroflex being a mattress that brings out the romantic in the user.
A couple seemingly reluctant to display affection in public lose their inhibitions once a Duroflex mattress is introduced in the script of the TVC. The preceding visual shows a couple getting a photograph taken at a studio. Despite all of the photographer’s cajoling to get them to strike that perfect pose, the couple is unable to get comfortable in public.
According to Mudra Bangalore creative director Manoj Choudhury: “It is important to recognize that romance must be treated in a sensitive, customer friendly and balanced manner. Adequate care was taken to ensure that execution of the idea would never border on vulgarity, keeping the sensitivities of the target audience in mind. When the Duroflex mattress is introduced, and the brand proposition comes into play.”
Mudra Bangalore VP S. Radhakrishnan says that the feedback from the client in terms of market reaction has been good. He also added that virtually all mattress brands operate in the territory of ‘Better Sleep’, ‘Comfort’, Back Support’ – all of which are hygiene to the category.
“Clearly romance as a thought itself is unique and has cracked the blind spot as far as the consumer is concerned,” says Radhakrishnan.
Mudra Bangalore apart from Duroflex handles brands like Peter England, TTK Prestige, Epson, Paragon, Nutrine, Cycle Agarbathis, Derby Special, Scottish Crown, Shotz, Same, Deutz-Sahr and Monsterindia among others.
Brands
Sun Pharma to acquire Organon in $11.75 billion deal at $14 per share
Acquisition to create $12.4 billion pharma giant with global scale and biosimilars push
MUMBAI: Sun Pharmaceutical Industries Limited has signed a definitive agreement to acquire Organon & Co. in an all-cash deal valued at $11.75 billion, marking one of the largest cross-border pharma acquisitions by an Indian firm.
Under the terms of the agreement, Organon shareholders will receive $14.00 per share in cash, with Sun Pharma set to acquire 100 per cent of the company’s outstanding shares. The transaction, approved by the boards of both companies, is expected to close in early 2027, subject to regulatory approvals and shareholder consent.
The deal significantly expands Sun Pharma’s global footprint and strengthens its position across women’s health, biosimilars, and branded generics. The combined entity is projected to generate revenues of around $12.4 billion, placing it among the top 25 pharmaceutical companies globally.
Organon, which was spun off from Merck in 2021, brings a portfolio of over 70 products spanning women’s health and general medicines, with operations across more than 140 countries. Its established presence in key markets such as the US, Europe, and China complements Sun Pharma’s existing strengths and growth ambitions.
Sun Pharmaceutical Industries Limited executive chairman Dilip Shanghvi said, “This transaction represents a significant opportunity for Sun Pharma to build on its vision of reaching people and touching lives. Organon’s portfolio, capabilities and global reach are highly complementary to our own.”
Sun Pharmaceutical Industries Limited managing director Kirti Ganorkar added, “This transaction is a logical next step in strengthening Sun Pharma’s global business. Together, we will become a partner of choice for acquiring and launching new products.”
From Organon’s side, Organon & Co. executive chair Carrie Cox noted, “This all-cash transaction offers compelling and immediate value to Organon stockholders, while positioning the business for continued growth under Sun Pharma.”
Strategically, the acquisition gives Sun Pharma entry into the global biosimilars space as a top 10 player and strengthens its innovative medicines portfolio, which is expected to contribute around 27 per cent of combined revenues. The deal is also expected to nearly double EBITDA and cash flow, supporting long-term deleveraging and investment capacity.
Sun Pharma plans to fund the acquisition through a mix of internal accruals and committed financing from global banks, while maintaining focus on disciplined integration and operational continuity post-merger.
If completed as planned, the deal signals a clear shift in India’s pharmaceutical ambitions, from scale at home to leadership on the global stage, with Sun Pharma positioning itself as a more diversified and innovation-led healthcare powerhouse.
