Ad-diction:
A Ready Reckoner of Indian Consumer Healthcare Ads Ver 4.0
A Ready Reckoner of Indian Consumer Healthcare Ads Ver 4.0
The information in this booklet is believed to be correct at the time of publication.
However, no responsibility can be accepted by the publisher for its completeness or accuracy. If you would like clarification of any information in this booklet, or would like to point out any inaccuracies or omissions, please contact: reports@cubex.co.in
However, no responsibility can be accepted by the publisher for its completeness or accuracy. If you would like clarification of any information in this booklet, or would like to point out any inaccuracies or omissions, please contact: reports@cubex.co.in
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T: +91-22-40362000
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T: +91-22-40362000
F: +91-22-28754952
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
CubeX - The Business Intelligence and Consulting Division of Sorento, has launched the latest edition of Ad-diction: A Ready Reckoner of Indian Consumer Healthcare Ads, covering the ads of consumer healthcare brands featured in Cubex OTC Newsline in 2016.
Ad-diction has been hugely appreciated by the readers in the past few years for being an anthology of different TVCs and print ads that have been launched throughout the year. The ads have been classified under 6 major OTC categories as well as under FMHG segment, giving you insights on various advertising strategies adopted by the companies.
We hope you will find this version engaging and look forward to hearing your thoughts. We welcome you to share the latest ads of your brands which we will feature in the forthcoming issues of CubeX OTC Newsline.
Wish you a Very Happy and Prosperous 2017!
Team CubeX
Wish you a Very Happy and Prosperous 2017!
Team CubeX
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Vitamins, Minerals and Supplements
Gastrointestinals
- Revital Woman: “My health partner”
- Revital: “Jeeyo jee bhar ke”
- Ostocalcium: “Healthy bones ka saathi”
- Revital H: “Jeeyo jee bhar ke”
- Amway Nutrilite: “Tu khul ke khel”
Gastrointestinals
- Zandu Pancharishtha: “Rakhein pet ko humesha happy”
- Digene Fizz: “Acidity se thanda aaram”
- Pepmelt: “What a relief”
- Livoerb Syrup: “Rakhein apke liver ko humesha jawaan”
- Unienzyme: “No.1 brand recommended by doctors”
- Gas-O-Fast: “Quick relief in seconds”
Cough, Cold and Allergy
Analgesics
1. Colgate Pain Out: “Dard ka ant turant”
2. Moov Spray: “Har Moov mein Jeet”
Dermatologicals
- Benadryl CR: “Bulgumwali khasi ka sahi ilaaj”
- Stop AllerG: “Allergy ki sardi ka doctor”
Analgesics
1. Colgate Pain Out: “Dard ka ant turant”
2. Moov Spray: “Har Moov mein Jeet”
Dermatologicals
- Candid Dusting Powder: “Doctors prescribed No.1 brand”
- V Wash Trial Pack: “Confidence now in a smaller pack”
- Suncros: “ No.1 recommended sunscreen by dermatologists”
- Savlon Antiseptic: “Gentle is Powerful”
Lifestyle OTC’s
FMHG
- Unwanted 21 days: “Safe bhi, simple bhi”
- Prega News: “Be sure by Prega News”
- EyeSpa: “Perfect solution for tired eyes”
- Nicotex: “No.1 recommended brand in India”
FMHG
- Patanjali Honey: “Natural Energy Booster”
- Sugarfree: “Smartness wali sweetness”
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Women today are multitasking experts, balancing both household and work responsibilities with utmost efficiency. So much to handle in a single day often leaves women tired and fatigued as they are unable to meet their health goals.
In such a scenario, Revital H Woman becomes an ideal choice for women, helping to bridge the gap. Roping in Sonali Bendre has added a celebrity quotient as well as a trust factor for the brand.
In such a scenario, Revital H Woman becomes an ideal choice for women, helping to bridge the gap. Roping in Sonali Bendre has added a celebrity quotient as well as a trust factor for the brand.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Revital seems to be back on track post its re-launch as Revital H. Co-promoting Revital H and Revital Woman together would help in enhancing the recall while creating a distinct identity for each of the offerings, thus augmenting the brand's growth.
True to Revital’s iconic status, it has set a new trend by roping in two celebrities in the same frame.
This brilliant strategy would have also helped in optimizing media costs instead of promoting each of the brands separately.
True to Revital’s iconic status, it has set a new trend by roping in two celebrities in the same frame.
This brilliant strategy would have also helped in optimizing media costs instead of promoting each of the brands separately.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
The communication strategy for Ostocalcium has involved a beautiful blend of science and art.
In continuation with the previous TVCs, this ad too educates consumers on the benefits of calcium with an emotional appeal to avoid missing out on important moments in life.
This time round, the focus on prevention of osteoporosis is higher as it highlights the after-effects in later years.
This time round, the focus on prevention of osteoporosis is higher as it highlights the after-effects in later years.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Prominent sports personalities often promote health drinks and have been endorsing OTC analgesics too in recent times.
Sun Pharma has made a smart move for relaunching Revital as Revital H by signing M S Dhoni as the new brand ambassador, considering that overall fitness and stamina is a key aspect for athletes.
Celebrity icons can motivate consumers in making lifestyle changes and can also create a better connect with the brand, as seen in popular health and wellness categories like artificial sweeteners and functional beverages.
This step will certainly help Sun Pharma strengthen its presence in the OTC domain.
Celebrity icons can motivate consumers in making lifestyle changes and can also create a better connect with the brand, as seen in popular health and wellness categories like artificial sweeteners and functional beverages.
This step will certainly help Sun Pharma strengthen its presence in the OTC domain.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Prominent sports personalities often promote health drinks and have been endorsing OTC analgesics too in recent times.
Sun Pharma has made a smart move for relaunching Revital as Revital H by signing M S Dhoni as the new brand ambassador, considering that overall fitness and stamina is a key aspect for athletes.
Celebrity icons can motivate consumers in making lifestyle changes and can also create a better connect with the brand, as seen in popular health and wellness categories like artificial sweeteners and functional beverages.
This step will certainly help Sun Pharma strengthen its presence in the OTC domain.
This step will certainly help Sun Pharma strengthen its presence in the OTC domain.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
With a rise in self-medication especially for gastric ailments, popular brands and natural digestives like Zandu Pancharishta are witnessing renewed interest among consumers. The brand was promoted over the last four years using Medifacts platform to educate consumers about the brand’s holistic benefits which prevents relapses in frequently-encountered GI ailments. The brand has been promoted nationally as well as across regional channels. The new TVC focuses on similar benefits; however it has now adopted a consumer testimonial-style.
As per Nicholas Hall’s DB6 Global OTC Database 2016, Zandu Pancharishta has recorded sales of US$18 mn in 2015 with CAGR of over 60% over the last five years.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
The GI category valued at US$ 507 mn as per Nicholas Hall's Global OTC Database 2016 is experiencing a lot of competition in the antacid segment with launch of an innovative format Pepmelt by Sun pharma and Pfizer’s Gelusil being introduced in on the go sachets .
Thus, innovative multi-channel marketing promotions will be the key to gain consumer attention.
In case of Digene Fizz consistent brand promotion through new TVCs is being adopted as a strategy to increase visibility among consumers.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Consumers need on-the-go solutions considering the increased prevalence of gastric ailments. Thus, an easy-to-carry and convenient to use format becomes highly appropriate to the consumers where Pepmelt scores high. While Eno has been the pioneer in the sachet format for antacids, the competitive segment has widened with the presence of Digene Fizz, Pudin Hara, added on by Gelusil's latest offering of liquid sachet. Pepmelt's key benefit of on-the-go usage without the requirement of water, gives it an edge over Eno. This benefit has been well-depicted in the advertisement.
The effervescent tablet format, which didn't get enough exposure to consumers, has also been showcased along with Pepmelt.
The effervescent tablet format, which didn't get enough exposure to consumers, has also been showcased along with Pepmelt.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Alkem’s Livoerb syrup claims to aid healthy liver functioning which in turn can lead to better quality of life.
The brand communication focuses on the insight that though consumers indulge in unhealthy eating habits, they seek solutions that can combat the side-effects of an erratic lifestyle. Alkem has smartly named the product ‘Livoerb’ thereby reassuring the benefits of its natural (herbal) composition.
However, the TVC uses English language to communicate the brand proposition while the rest of the ad is in Hindi.
This appears to be confusing in terms of the target audience desired to be reached.
However, the TVC uses English language to communicate the brand proposition while the rest of the ad is in Hindi.
This appears to be confusing in terms of the target audience desired to be reached.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Rx-to-OTC promotional switch is one of the potential strategies to extend a product’s life cycle. Unienzyme, a heritage product of Unichem Laboratories has taken this leap in a unique way by combining the strength of its prescription heritage with that of Boehringer Ingelheim (BI), which is a key player in the consumer healthcare domain, especially in Gastrointestinal category with Dulcoflex and Buscopan. While antacids are quite popular among consumers, they are often unable to differentiate between indigestion and acidity and often end up self-medicating with antacids. Digestive enzymes, though much required, were an untapped opportunity so far, which Unienzyme is now leading the way.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
The TVC of Gas-o-fast aims to educate consumers on the difference between an artificially flavoured antacid and an antacid having natural ingredients.
They have smartly claimed the product to be the most recommended by the elderly generation ie. dadi's and nani's, hence building a trust value to the product.
It will be interesting to see the new variants having natural ingredients in the antacid segment.
They have smartly claimed the product to be the most recommended by the elderly generation ie. dadi's and nani's, hence building a trust value to the product.
It will be interesting to see the new variants having natural ingredients in the antacid segment.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Benadryl’s latest advertisement with the tagline “Bulgumwali Khansi ka Sahi Ilaaj” promotes Benadryl CR while educating consumers in a very interesting way about choosing the appropriate cough remedy.
It portrays the discomfort of not only the person suffering from cough but also of those around and also highlights the fact that many a time consumers are clueless about what works for them.
The ad reinforces the importance of empowering consumers to make the right choices, especially when offering multiple variants.
The ad reinforces the importance of empowering consumers to make the right choices, especially when offering multiple variants.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
The TVC of Stop AllerG aims at educating consumers on the difference between common cold and allergic cold.
In spite of being a fast-melt anti-histaminic, the first communication focuses only on educating the consumers about allergic cold and its symptoms in order to avoid confusion by providing too much information at once.
They have smartly proclaimed the product as the allergy expert by calling it ‘Allergy ka Doctor’.
It would be interesting to see how the communication evolves for this innovative offering.
In spite of being a fast-melt anti-histaminic, the first communication focuses only on educating the consumers about allergic cold and its symptoms in order to avoid confusion by providing too much information at once.
They have smartly proclaimed the product as the allergy expert by calling it ‘Allergy ka Doctor’.
It would be interesting to see how the communication evolves for this innovative offering.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Colgate, a household name in Oral Care, has created another niche segment of "express tooth pain relief" with the launch of "Pain Out". Tooth pain is one of the most common dental problems, but the consumer doesn’t really visit a doctor immediately and rather tries a lot of home remedies before giving it medical attention. This behavior of consumers has been depicted in the TVC to position the brand as the most effective remedy.
It will be interesting to map the growth story of this innovative product as observed with its predecessors, Sendodyne and Parodontax.
It will be interesting to map the growth story of this innovative product as observed with its predecessors, Sendodyne and Parodontax.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Moov, valued over US$ 25 mn as per Nicholas Hall's Global OTC Database 2016, has shifted its primary focus from being merely a “housewife’s companion” to now being a product for all , aiming to increase its reach and sales. With the cricket fever on, Moov has smartly entered in the league of celebrity endorsements by roping in cricketer Ashwin. Moov’s closest competitor is Volini which has also roped in sports personalities such as Sania Mirza and Sunil Chhetri from other popular sports.
The competition between the brands is only getting more intense in a bid to attain leadership.
The competition between the brands is only getting more intense in a bid to attain leadership.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Due to the summer heat, sweating leads to redness, rashes andfungal infections.
Referring to life’s bigger challenges which require one to sweat it out, Candid Dusting Powder aims to provide relief from the discomfort of sweating so that there are no impediments to success.
Roping in Badminton star Saina Nehwal and Actor Irfan Khan in the TVC has brought Candid in the limelight, while the doctor’s equity continues to be leveraged.
It would be interesting to see the celebrity influence on thebrands success.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Despite the new world of online businesses, social media marketing and website advertising, it is true that some traditional sales methods are still the best in terms of pulling in new consumers.
One of the oldest and most effective means of reaching new consumers is by introducing sample packs of the product.
Glenmark's VWash has smartly adopted this strategy as a method of attracting new consumers.
A small 20ml bottle will be useful in creating brand awareness and in inducing trials.
Glenmark's VWash has smartly adopted this strategy as a method of attracting new consumers.
A small 20ml bottle will be useful in creating brand awareness and in inducing trials.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Suncros, the recent Rx-to-OTC promotional switch from Sun Pharma, blends in the functional aspects of the brand as well as the aspirational needs of consumers quite well. The TVC address the basic needs of a consumer in a sunscreen by specifying special features like SPF 50+, 8-hr protection and chemical-free composition as it contains mineral sunscreen agents. Roping in a Bollywood diva like Dia Mirza, whom consumers look up to for her natural beauty, has added a touch of glamour to this product.
Instead of the popular route of promoting Suncros as one of the key recommended brands, by healthcare professionals (HCPs) the ad gives due prominence to the dermatologist who also acts as a professional advocate for new consumers.
Instead of the popular route of promoting Suncros as one of the key recommended brands, by healthcare professionals (HCPs) the ad gives due prominence to the dermatologist who also acts as a professional advocate for new consumers.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Savlon, an under-leveraged brand (4% market share among liquid anti-septics as per Nicholas Hall's DB6 Global OTC Database), is ready to take on Reckitt Benckiser’s Dettol in health and home care segments, backed by ITC's robust distribution strength across 4 million outlets. While the brand was with J&J, it was well-promoted using Kunal Vijaykar as the protagonist to show that the brand is more effective than competitors - without the stinging effect. Post-acquisition of the brand, ITC has come up with a new advertisement which has not only maintained the core benefits, but has further quantified its claim of superior effectiveness in an innovative way.
This consumer-centric approach leaves a sensitive image of the brand, thereby connecting better with the audience.
This consumer-centric approach leaves a sensitive image of the brand, thereby connecting better with the audience.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
The Indian woman has become more aware and vocal about herhealth concerns.
This trend is being leveraged by Mankind to expand its sexual health portfolio with a daily oral contraceptive. The TVC breaks the myth that oral contraceptives can be unsafe by emphasizing on the safety of “Unwanted 21 Days”.
Besides, post the ban on advertising of emergency contraceptive pills, this new brand can doubly play the role of a surrogate for Unwanted-72, though it has already gained sufficient traction among the target group.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
The present day world of marketing is a witness to plethora of advertisements and celebrity endorsements offer a way to differentiate the brand within the media clutter and attract the attention of potential customers.
This works provided there is congruence between celebrity and the product in question as well as the congruence between the celebrity and target group. One such brand following this mantra is Prega News which has signed up Kareena Kapoor as its brand ambassador. Winner of the Asia's Most Promising Healthcare brand award, Prega News has found the right match by signing up Kareena.
With Kareena, due for her baby's delivery, Prega News has struck the deal at the right time.
With Kareena, due for her baby's delivery, Prega News has struck the deal at the right time.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Today's lifestyle related choices, that aggravate eye problems among all age groups, are usage of gadgets - such as computers, mobile phones and televisions and prolonged usage of contact lenses.
These factors, along with reduced blinking, affect tear production. Eye Spa a product from Lifezen Healthcare, which is a wholly owned subsidiary of Bal Pharmaceuticals, claims to be a much needed solution to such problems.
To increase the brands visibility among the youth, the company has roped in Miss. India 2016 to promote the brand. It may also be beneficial to communicate the brands safety profile prominently since consumers tend to be wary of using products for eye care without professional advocacy.
These factors, along with reduced blinking, affect tear production. Eye Spa a product from Lifezen Healthcare, which is a wholly owned subsidiary of Bal Pharmaceuticals, claims to be a much needed solution to such problems.
To increase the brands visibility among the youth, the company has roped in Miss. India 2016 to promote the brand. It may also be beneficial to communicate the brands safety profile prominently since consumers tend to be wary of using products for eye care without professional advocacy.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
Set in the backdrop of a college re-union, Cipla’s Nicotex has attempted to grab the attention of the youth by launching an ad campaign based on their smoking habits.
They have interestingly built this ad on emotions of trust and belief that you can quit smoking if a friend who wormed you in, quits and offersyou a solution.
It targets the right age group of consumers and showcases a refreshing solution to help smokers kick the butt.
The new flavours can further add to the brand appeal.
It targets the right age group of consumers and showcases a refreshing solution to help smokers kick the butt.
The new flavours can further add to the brand appeal.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
The most talked about company to target major FMCG companies i.e. Patanjali is trying to gain as much consumer attention as possible for marketing its products.
The current TVC on Patanjali’s honey highlights its economical pricing and the brands positioning as an instant energy source.
Thus, Patanjali is ready to take on the dominant player Dabur Honey and is already building pressure for the new entrant Emami which offers the product without added sugar but at 35% premium price.
The current TVC on Patanjali’s honey highlights its economical pricing and the brands positioning as an instant energy source.
Thus, Patanjali is ready to take on the dominant player Dabur Honey and is already building pressure for the new entrant Emami which offers the product without added sugar but at 35% premium price.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5
While Sugar Free has pioneered the low calorie category and has captured more than 75% of the market share today; it has made competition irrelevant by targeting various consumer segments over the time.
The brand is now being marketed as a sugar substitute for all the health conscious people instead of being useful for only diabetic patients.
Roping in Parineeti Chopra who is being appreciated for her fitness off late for endorsing the brand is a clever attempt to enhance the brand image and to reach a wider audience.
Roping in Parineeti Chopra who is being appreciated for her fitness off late for endorsing the brand is a clever attempt to enhance the brand image and to reach a wider audience.
# AD- DICTION / A Ready Reckoner of India Consumer Healthcare Ads | Vol. 5