Comment: Ranbaxy has leveraged the theme of the movie, Bhaag Milkha Bhaag and popularity of multi-talented actor, Farhan Akhtar to co-promote Revital. Revital has been co-promoted along with the movie’s trailers as well as through a Facebook contest, which challenges consumers’ fitness to run like Milkha Singh and poses a few questions based on the co-promotion trailer. Participants had the chance to win T-shirts autographed by Salman Khan. Considering that the biopic on India’s former Olympian has been receiving rave reviews, Revital can hope to further augment its sales. As per Nicholas Hall’s DB6 Global OTC Database, Revital’s sales were US$ 37 mn in 2012 (CAGR for 2008-2012 being 26%).

Comment: The Endura range of products is mostly well-known due to the popular variant, Endura Mass, which is targeted towards youngsters – college students who are concerned about their appearance and thus, want to build a lean and well-toned body. The brand has now been extended with a variant for children. The need for supplements especially for this growing age group is well highlighted in a study titled, Trends in Childhood Nutrition and Lifestyle Practices in India, conducted by the Diabetes Foundation of India among 1,800 children. It was found that at least 54% Indian children watching commercials opted to buy fast food. Worse, neither were the children willing to cut down on unhealthy foods nor were parents able to do much. The brand’s communication is based on the picky eating habit of children, which leads to poor health and poor performance in academic and extra-curricular activities. The ad has also banked on the perpetual concern of mothers about their child’s performance as well as the tendency to hold the mothers responsible for their child’s poor health – an emotional connect that mothers may find with the brand along with rational benefits.

Comment: Madhuri Dixit depicts a doting Indian mother who wants to ensure that her kids grow up with good health. Hence she is a perfect choice as the brand ambassador for Dabur Chyawanprash, which promises 3 times more immunity and better health for children. Two new flavours, Mango and Mixed Fruit have been launched to suit the palate of children who tend to dislike the taste of chyawanprash. A new ad has also been launched to communicate the message that even adults relish the new flavours as much as kids do, as they missed out on them during their growing years.

Comment: The timing of Baidynath’s Chyawan-Vit is quite apt with winter setting in across the country as sales of products that enhance immunity peak during the season. Although the brand seems to be positioned for weakness and fatigue, it draws similarity to the parent Chyawanprash brand. The sugar free variant will not only cater to the needs of diabetics but also health conscious consumers, who are trying to avoid extra calories. The brand seems to be targeting precisely this consumer segment, evident from the visual. The parent brand has also been promoted alongside to cater to children’s needs too.

Comment: With intense competition in the malted food drinks category, cognitive health has been a focus area for brand differentiation. For instance, Complan Memory promises to enhance the memory and make the brain sharp as it is fortified with 8 memory boosters. The regular variant of Horlicks claims to make kids “taller, sharper and stronger”, while the new launch is focused exclusively on making the mind sharp.

The TVC for the new launch has hooked onto the aspirations of parents to ensure that their kids excel academically as well as go a step further than their classmates, to brace for a competitive future. This “razor sharp” positioning may help the brand to stand out among its competitors.

Comment: Hajmola has three important attributes; firstly, 'salivation' - the first reaction of anyone seeing Hajmola; secondly, its unique and distinct ‘chatpata’ taste, which gives 'chatkara' and thirdly, the ‘sharing’ of Hajmola among a group of people, all of which create the element of a ‘fun and tasty digestive’ around Hajmola. Over the years, Hajmola's communication has highlighted one or more of these aspects in its communications and in the launch of extensions such as Hajmola Audio Candy. The latest campaign with the new tagline not only targets all the age groups but also reaches out to consumers to strengthen the connection they share with the brand. Ajay Devgan has been associated with comedy films like Golmaal, which have been enjoyed by the masses and hence, he fits well with the element of the brand.

Comment: Hajmola has three important attributes; firstly, 'salivation' - the first reaction of anyone seeing Hajmola; secondly, its unique and distinct ‘chatpata’ taste, which gives 'chatkara' and thirdly, the ‘sharing’ of Hajmola among a group of people, all of which create the element of a ‘fun and tasty digestive’ around Hajmola. Over the years, Hajmola's communication has highlighted one or more of these aspects in its communications and in the launch of extensions such as Hajmola Audio Candy. The latest campaign with the new tagline not only targets all the age groups but also reaches out to consumers to strengthen the connection they share with the brand. Ajay Devgan has been associated with comedy films like Golmaal, which have been enjoyed by the masses and hence, he fits well with the element of the brand.

Comment: Dinar Mhatre, General Manager – Marketing, Johnson and Johnson Consumer, shares some brand insights, “The launch of the new variants is based on the consumer insight that although consumers experience different types of cough (dry and wet), they always use the same cough syrup. Thus, the positioning mentions ‘Khansi alag toh unke upay bhi’ with the objective being to inform consumers of different solutions for different types of cough and to drive symptom-based self-medication. Benadryl is positioned as a cough expert that understands different types of cough and offers specialist solutions for dry and wet cough respectively, to provide assurance of the most effective relief.” The ad is in line with its previous communications where the brand connect of ‘Making every moment of cure also a moment of care’ whilst maintaining a dependable, family-oriented and warm brand personality has been consistently portrayed. Thus, the current communication further enhances Benadryl’s existing equity as a trusted cough relief formula. An all India plan was rolled out for the new launch, which was supported with radio and print advertising in regional markets.

Comment: The TVCs of Halls have been as refreshing as the brand as well as contemporary. The ads in the 1980s focused on its unique vapour action endorsed by then reigning actress, Meenakshi Sheshadri. The company’s website claims that the airplane ad (released in 2008 to communicate the revamped product’s “intense cooling” benefit) featuring Vinay Pathak, whose character bears resemblance to his role in the popular movie, Bheja Fry, was one of the most recalled ads. The latest ad encashes upon the popularity of dance reality shows, which have brought young India’s talent to the fore. The catchy music and the dance moves have been a hit among the target audience, with over 4 lakh “likes” for the video. As per Nicholas Hall’s DB6 Global OTC Database, Halls was valued at US$ 13 mn, while Strepsils was valued at US$ 6 mn.

Comment: Vicks Vaporub has expanded its usage by adding more indications to its exisiting cough and cold symptoms and is seen targetting adults as well, thus increasing its consumer base. This move can be seen as a bid to strengthen its foothold in the market and retain its leadership position.

Comment: When it comes to cough lozenges, names like Strepsils, Dabur Honitus, Halls and Vicks are brands the consumers are well acquainted with. What’s interesting to note is, Vicks has always journeyed on a fun, consumer-friendly approach with its “khich khich” message whereas Strepsils has been taking the doctor-centric route. Who will lead the way is something we’ll have to wait and watch. Needless to say, we have our bets on Vicks.

Comment: Feminine intimate care is witnessing action after a long hiatus and more so from an Rx to OTC promotional switch. Clean and Dry was the first feminine intimate wash to be advertised on television and could have easily captured the market. The brand comprised of various formats such as intimate wash, cream and powder. However, its benefits were over-stretched from intimate care to fairness of intimate areas, thereby creating a stir. The ad for VWash Plus has been elegantly executed, depicting a confident new age woman with focus on product benefits.

As per Nicholas Hall’s DB6 Global OTC Database, Lactacyd currently dominates the feminine intimate care subcategory with deemed OTC sales. Vagisil, promoted by Elder via doctors, follows closely behind. VWash Plus is currently the only brand to be promoted OTC and hence is in an advantageous situation to grab significant market share. Considering the fact that the market is relatively nascent, creating awareness among the masses about the product and its benefits will be critical.

Comment: As per Nicholas Hall's DB6 Global OTC Database, Dettol (US$ 31mn; CAGR 11%) is the largest brand in the OTC dermatologicals category. The brand began its journey in the year 1936 in India, as an imported 'antiseptic liquid' for use in treatment of cuts and wounds. Today, the brand's portfolio has been extended to various product categories like soaps, handwashes, instant hand sanitisers and recent launches include a kitchen cleaner and a multi-use disinfectant to leverage the core connect with consumers as an 'antiseptic'. Dettol Soap's latest ad addresses children's health from a different angle. The brand has communicated its role in prevention of illness as well as promotion of wellness. It underlines how soap can play a role in a child's physical as well as mental growth and development – key concerns of parents regarding children’s health. Parents also face a dilemma when faced with a plethora of choices and clutter-breaking communication can play a vital role as differentiator.

Comment: The previous ad of Clean and Dry launched in early 2012 ran into a storm with its controversial offering of fairness along with feminine intimate care. But Midas Care is back in action not only with a new ad but also with a new format that is likely to challenge existing players like Lactacyd and recently introduced OTC brand, VWash Plus.

Midas has been a pioneer among OTC topical analgesics by introducing a spray format and it has banked on this expertise to introduce a feminine wash in a foam format. It will be interesting to note how this format is accepted by women and also how the market shapes in the near future with intensifying competition.

Comment: Suthol claims to be India's first antiseptic skin shower and is rightly so. Its positioning is based on key consumer insight that summer heat leads to skin irritation, for which the most preferred solution is a cold-water shower. The brand is available in a liquid format (which can be used during shower) and in a spray format (to be applied to the affected area directly, claiming to have better penetration than the usual prickly heat powders). Thus, the brand has distinct uses unlike its key competitors in the antiseptic subcategory, Dettol and Savlon. The brand claims to provide 4-in-1 relief from prickly heat, rashes & itches, skin irritations and underarm itch. It can also be used as an after-shave lotion and wound healer for cuts and burns all the year round.

However, the brand has not received its due attention, except visibility to some extent on Mumbai's BEST buses and in certain magazines. Boroline, a highly popular brand from the same company, GD Pharmaceuticals has been utilised to feature the brand name as Boroline's Suthol. Currently, small screen's reigning actress Sakshi Tanwar has been roped in as the brand ambassador. With more brand visibility and focus on brand differentiation and brand usage, the sales could soar along with the soaring temperature this summer. The brand is currently valued at US$ 2 mn in the antiseptic sub-category (valued just over US$ 100 mn in 2012), as per Nicholas Hall's DB6 Global OTC Database.

Comment: Celebrating the occasion of International Women's Day, Ranbaxy launched a multimedia campaign for one of its flagship brands, Volini. As per Nicholas Hall's DB6 Global OTC Database the brand was valued at US$ 28 mn in 2012 and posted a robust, double-digit growth rate of 38%. Being a women-focused brand, Volini has always attempted to connect with women emotionally, while posing as an 'expert pain reliever'. The campaign also attempted to connect with women by acknowledging the importance of different roles women play in their life.

Viewers of the campaign were encouraged to send a 'Volini pat on the back' through a Facebook app for the special women in their life. The campaign was rolled through a mix of national and local media. These involved leading dailies such as Hindustan Times, DNA and Deccan Chronicle; regional radio ads; emailers as well as social media. As per the brand's Facebook page, more than 6000 'pats' have been received.

Comment:Volini, India’s no. 1 selling spray with its Nano formulation, is aiming to increase brand usage by advising consumers to keep it close at hand always. To drive the point of on-the-go usage, the company is aggressively implementing a campaign “I always carry Volini spray” through a multi-media strategy. Besides the TV ad, print ads have been released in key markets in South India, Maharashtra and West Bengal, with brand ambassadors Sonali Bendre and Trisha promoting on-the-go usage of Volini spray. In the ads, the instant pain relief provided by Volini has been effectively highlighted using a gym setting where exercise-related injuries and sprains are observed.

A contest too has been launched wherein consumers have to share their experience of instant pain relief after using Volini. Through a just-concluded Facebook campaign, consumers were also engaged through interactive games.

Comment: Products that help people deal with hectic lifestyles through convenience and speed are among the most popular; convenience and speed are two key consumer concerns. Fulfilling this need of the hour, Amruntanjan roll on is harping on both the aspects- “faster action” and ”on the go” solution using cricket mania in India.

The ad has been featured aptly in the sports section of The Times of India, associating the need for analgesics with sports. Moov too has been advertising in a similar way.

Comment: In India, since its launch in December 2010, Nicorette has come up with innovative New Year campaigns. In 2011, the ad was more informative about the product with focus on doubling the chances of quitting by using Nicorette. Last year, consumer testimonials were used. With this year the communication it makes smokers feel affirmative and confident to quit smoking as well as to stop chewing tobacco. Willpower plays a major role in smoking control since the person's innate desire to quit works better than someone forcing him to do so. Even when a person makes a resolution, the motivation is difficult to sustain due to cravings, leading to low compliance rates.

The 2013 ad focused on this aspect, assuring the quitter that Nicorette can give more power to sustain the willpower. Thus, Nicorette’s approach is likely to establish a connect between the user and the brand. Nicorette, which is one of the leading global brands for smoking control, has connected with consumers effectively with taglines like, “Everything you do affects your children”, highlighted with an image of cigarette made from Lego toys. Another campaign communicates that in addition to the regular dose, the quitter can opt to consume another tablet, when a desperate craving sets in.

Comment:The toothpaste market (valued at: Rs.5,400 crores; source: Media reports) was all about white teeth, fresh breath and plaque removal until few years ago. Over recent past, companies like Colgate-Palmolive, GlaxoSmithKline Consumer Healthcare (GSKCH) and Hindustan Unilever (HUL) have created ‘sensitive toothpaste’ segment weighing about Rs. 470 crore (source: Media reports). The battle of toothpastes grew intense over past one year with the launch of ‘gumhealth’ focused toothpastes, Parodontax (GSK) and Colgate Sensitive Pro Gum Relief (Colgate-Palmolive). Now, Himalaya Herbals has gone a step further and has introduced Himalaya Complete Care toothpaste which contains antioxidants. It not only promises to remove germs but also the harmful toxins, thereby ensuring complete oral care instead of just sensitive teeth or gum care.

Notably Himalaya Herbals, a healthcare player, has ventured in marketing of a product of FMCG nature and is utilizing its upper hand in ayurvedic formulations by offering an ayurvedic antioxidant toothpaste.

Comment: Nobacco leveraged the occasion of Friendship’s Day in early August to its advantage for its latest promotional campaign. The ad campaign has been complemented by a series of news articles featuring ways in which smokers, who have now quit smoking, are helping their friends to do the same. One of the articles also featured how a doctor’s wife convinced him to quit smoking and in turn, he has turned into an inspiration for his patients. The campaign has banked on the emotional support needed by those who plan to quit smoking.

The constant support of near and dear ones can be more effective at times than a helpline, since they can prevent the smoker from losing his will power when the craving sets in. The success stories are being featured to provide inspiration for others to lend a helping hand.

Globally, brands like Nicorette, too have guidelines on their website for friends and family who are helping someone to quit smoking.

Comment: i-sure was launched in 2012 as a part of the women's intimate range of products consisting of i-pill and i-can. Today, hectic lifestyles, late marriages, career demands, stress are among the factors women face, which results in delay in getting pregnant.

Direct to consumer campaigns like this make women more knowledgeable about their menstrual cycle and help in decreasing confusion so often seen with pregnancy related issues and thus, reducing the stress associated with conceiving.

Comment: Brands like Sugar Free, Radikal Rice and Nutrichoice biscuits have provided consumers with a choice of ‘good-for-you’ variants of everyday food items like sugar, rice and biscuits, which are loaded with calories and lead to obesity, accompanied by other lifestyle ailments like diabetes. Sugar Free has come a long way in emphasizing importance of a low-calorie diet. As per the company’s annual report 2012, Sugar Free had a market share of more than 90% and Sugar Free Gold, which is an aspartamebased sweetener and Sugar Free Natura, which is Sucralosebased have maintained their top two slots in the low calorie sugar substitute market. Popular celebrities such as Bipasha Basu and Sanjeev Kapoor have been the face of the brand, promoting fitness and cooking respectively with Sugar Free. The new brand ambassador, Akshay Kumar, was roped in recently by the company. While his fitness level appeals to young generation, he is also known to lead a disciplined and active life, which is complementary to the brand’s benefits.

Comment: It is interesting to note how an oil brand like Fortune has created an ingredient story with Oryzanol to position itself as a superior brand. Moreover, it has also hit the right note by emphasizing on the right quantity. Studies prove that Oryzanol is at least partially responsible for the cholesterol-lowering action of rice bran oil, leading to significant reductions in aortic fatty streak formation. As per media reports, in less than 2 years of its launch, it is one of the most consumed cooking oil brand in the country, with rising demand from smaller towns in addition to metros. Its Facebook page is alive with consumer engagement topics ranging from on-thego breakfast menus to “Fortune health bus” competition.

It has 15,000 likes and close to 3000 people talking about it. However, by claiming to be the “healthiest oil in the world”, without adequate proof, it has irked the FDA as one of the misleading ads.

Many a time, health foods contain healthy ingredients but not in quantities that are sufficient to gain health benefits. Thus, health supplements, containing therapeutic or prophylactic dosages, have an upper edge, as compared to health and wellness foods.

Comment: The new promotional campaign of Horlicks Nutribic involved a Facebook contest to guess the new TVC’s storyline. The cover page of the brand was updated every time a clue was answered, progressing towards the actual ad, which has been recently aired. The activity is estimated to have increased the brand’s fan base by 7-8% to approx. 2 lakhs.

The brand’s first ad, launched about a year ago, focused on the small things (like office stationery such as soft board pins, paper clips) that help us to work, conveying the message that Horlicks Nutribic is one them, providing much-needed good nutrition at the workplace. The recent ad has also focused on an office setting, as the brand’s core target audience is working adults, who tend to ignore their health.

Comment: Honey is a household item and is used widely across the country as a sweetener as well as for its medical benefits. Honey mixed with lemon and warm water is well-known to Indian women as an effective and natural weight-loss remedy. Dabur is banking on the same notion along with celebrity endorsement for its branded honey. The communication is very direct and speaks to modern women encouraging them to stay fit not only for their partners but for themselves, unlike the clichéd approach.

While non-healthcare brands are warming up to address women’s health issues like “weightmanagement”, healthcare brands are still focused on few areas such as emergency contraception and backaches. It is time for healthcare marketers to listen to women’s needs as they are looking for brands customised to their needs..

Comment: Celebrity endorsement and "good health" proposition were the key aspects of Yakult’s earlier brand communication to gain consumer attention and acceptance. The campaign "kiss of good health" with endorsement from actress Kajol ran from 2009 until 2011. The latest campaign of Yakult re-emphasises the overall health benefits as a result of good gut health by encouraging even non-users to try the product. The message is well delivered through a conversation between father and daughter, implying the likeability of the brand by children as well. The campaign complements Yakult's global campaign, "listen to your gut".

As per media reports, the probiotics market, which currently (2012) stands at $ 100 mn, has started to take off at a growth rate of 25%.

Comment: Danone Foods is treading a cautious path in order to establish itself in the yoghurts category, despite having launched its range of products in India two years back. After all, it is competing with key players like Amul, Mother Dairy and Nestle. The yoghurt and sour milk (lassi) category is expected to grow by compounded annual growth rate (CAGR) of 18% to Rs.78.9 billion by the end of 2017 (as published in media, based on a Euromonitor report).

Danone plans to focus on shelf-life of its yoghurt range as a differentiating strategy. An insight from consumer studies indicated that many perceive packaged probiotics to contain preservatives which makes them last longer than the homemade dahi. With this insight, Danone has launched its new campaign: “Only good gets in”. The new campaign is aimed at showing the use of best and natural ingredients in Danone Yoghurt. Danone, with its mission to bring health through food to a large number of people, has taken a 360 degree approach to promote this campaign. Promotional vectors such as social media and television have been used. It is also supported with outdoor advertising in Mumbai and in-cinema advertising in Delhi. Karishma Kapoor has been roped in as the brand ambassador since she is a mother and also represents the modern woman as well. The company has also set up its own distribution system of refrigerated trucks (with branding) to deliver lassi, plain and flavoured yoghurt directly to the retailers, unlike its competitors.