NEW DELHI: Zydus Cadila has appointed The Media Edge (TME) as its new AOR. The account was previously handled by Initiative Media.

This is the second significant win for TME this month. Recently the media specialist had bagged the media planning and buying account of Barista.

Confirming the development, TME president Divya Gupta says, "We have been allotted the entire AOR account by Zydus Cadila. This includes brands like Sugar Free and Ever Yuth apart from soon-to-be launched brands, which can't be disclosed at the moment."

The company reportedly is test marketing a new brand of diet powder - Diet Trim - in the eastern part of the country.

Prior to the reviewing of the AOR account, Zydus Cadila had shifted the entire Sugar Free franchise from Mudra Communications to Rediffusion DY&R. Zydus' other roster agency includes Triton Communications, which works on Ever Yuth brand.