Tag: Area Marketing Lead

Business World, News

Iodex UltraGel brings alive consumer testimonials in its latest campaign

Mar 4, 2021 by Rekha Nair 0 Comments #Area Marketing Lead, #GSK Consumer Healthcare, #OTC & Expert Marketing ISC, #Vijay Sharma

New Delhi: Body pain is a growing concern in India, affecting people of almost all age-groups. One in every two people suffers from body pain. Iodex UltraGel, the latest innovation from GSK Consumer Healthcare’s iconic pain relief brand- Iodex, has launched its biggest ever digital campaign on YouTube and leading OTT platforms targeting various consumer cohorts, who are most susceptible to pain. Relationship with pain is diverse for different people, and so is their response to pain treatment. With depictions of specific types of pain in the films, Iodex endeavours to stay true to these emotions and relationships and be their ally in their daily lives.

The campaign addresses three primary target audiences- Office Goers, Homemakers and Chronic sufferers, who suffer from neck and shoulder pain, back pain and joint pains respectively. The campaign leverages the true power of digital for targeting, where a different creative is served to different audience basis the kind of pain experienced by them. The films highlight a working professional who often gets neck and shoulder pain due to long working hours in a work from home set-up, a senior citizen who had to stop his cherished morning walks due to joint pains and a homemaker who had to give up her favourite hobby- gardening due to backache. It sheds light on the interruption of their lives by pain. Iodex UltraGel, which is a diclophenac laden emulgel, helps reduce internal inflammation & treats pain at its root, thus helping consumers overcome these pain led interruptions.

Speaking on the campaign, Vijay Sharma, Area Marketing Lead, OTC & Expert Marketing ISC, GSK Consumer Healthcare added, “We have always endeavored to place our consumers at the core of all our communication. Iodex is a brand that has helped consumers across cohorts for more than 100 years, but it is for the first time that we have attempted to create individual communication specific to each cohort to enhance consideration and brand love. Each of the digital films captures moments of pain existent in the lives of these audiences in the current times, helping them resonate with the brand and positioning Iodex Ultragel as the trusted ally in the lives of these people.”

The targeting has been laser-sharp in identifying working professionals, homemakers, chronic sufferers across Google and OTT platforms (YouTube, Hotstar, Sony Liv and ZEE5) in 4 languages (Hindi, Tamil, English and Bengali), with a projected reach of 38Mnacross top 13 cities.

Health, News

Otrivin partners with celebrity wellness influencers to launch its #BreatheClean Movement

Feb 27, 2021 by Rekha Nair 0 Comments #Area Marketing Lead, #GSK Consumer Healthcare, #Mr. Vijay Sharma, #OTC & Expert Marketing ISC

New Delhi/Gurugram: Otrivin, the leading respiratory health brand from GSK Consumer Healthcare, has further strengthened the launch of its Breathe Clean Daily Saline Wash with a new influencer campaign. People who believe in a lifestyle of holistic Wellness and outdoor sports such as running, cycling, yoga, mountaineering etc. feel strongly about the perils of Air Pollution and appreciate the meaning and power of Clean breathing. The #BreatheClean movement hopes to strike a chord with many more such consumers.

The #BreatheClean movement has been brought alive on Instagram with a star lineup of fitness advocates, helping to strengthen the message and product promise of Otrivin Breathe Clean, while talking about the vulnerability that comes with being outdoors with severely deteriorating air quality. Celebrity influencers- Mandira Bedi and Rannvijay Singha, former Olympian and Arjuna Award winner-Rehan Poncha, mountaineer and youngest climber of the Mt Everest from India- Arjun Vajpai and prominent athletes, yoga influencers and wellness speakersRadhika Bose (Yogasini), Ayesha Billimoria (Fitgirl) and Apoorva Jayarajanwill be sharing their personal stories, and how daily saline nasal washing is an important part of the daily hygiene regime.

Speaking on the occasion, Mr. Vijay Sharma, Area Marketing Lead, OTC & Expert Marketing ISC, GSK Consumer Healthcare elaborated, “Otrivin Breathe Clean continues to receive great response from our consumers since the time it has been launched. Hygiene forms an essential part of everyone’s lives now, yet Indians do tend to miss out on the nasal hygiene. The campaign is a conscious effort of the brand to reiterate on the usage of including nasal washing in daily routine and create awareness on the same. We are confident that this new campaign is going to strengthen our brand messaging even more and strengthen our commitment to a healthier India.”

The campaign aims to cover the urban audiences of major 15 cities of India, where poor air causes the greatest number of respiratory health issues.

Otrivin Breathe Clean was launched in November last year, strengthening GSK’s respiratory health portfolio in India making it one of the formidable players in the non-prescription space. It is available in a 100 ml pack priced at INR 335 across leading e-commerce and chemist stores pan-India.

Otrivin, the World’s No.1 nasal decongestant is distributed widely across the country and continues to be the No. 1 player in the nasal decongestant market in India.

Health

Otrivin creates awareness around the importance of daily nasal washing in its new television commercial

Dec 21, 2020 by Neel Achary 0 Comments #Area Marketing Lead, #GSK Consumer Healthcare, #OTC & Expert Marketing ISC, #Vijay Sharma

GSK Consumer Healthcare rolls-out a digital and television commercial for its newly launched product, Otrivin Breathe Clean. Otrivin, the market leader in the Nasal Spray category in India has made a foray into the nascent but, in the given times, very relevant Daily Saline Wash segment. The film reiterates that while it is a norm to wash your hands regularly, it is also important to keep your nose clean through daily nasal washing which helps wash out pollutants and germs.

Link to the television commercial- https://www.youtube.com/watch?v=7mTpLcq6qyE

This is the largest ever digital campaign by Otrivin, airing in 20 cities and reaching 10 Mn+ audiences. This will also be aired on Television in select Geographies.

A saline wash with the moisturizing benefit of natural glycerin, the product comes with strong safety cues and is recommended for daily usage. Saline nasal washing as a practice has been backed by experts globally and has been used for its benefits in resolution of respiratory disorders.

Otrivin Breathe clean product is positioned towards a strong consumer need of people wanting to take care of their nasal hygiene in the wake of rising air pollution and concerns around respiratory pollutants in the air with existing allergies. It comes with a strong science backed claim of washing out pollutants and germs from the nose.

Today, rising air impurity levels have increased people’s exposure to allergens and pollutants and are causing severe and acute respiratory disorders, chronic bronchitis etc. Otrivin Breathe Clean comes as the much-needed solution as its daily usage washes out the allergens, pollutants and debris that are trapped in the nasal passage, helping in removal of allergy symptoms and thus maintaining nasal hygiene in general.

The product comes in in a contemporary aerosol spray format, providing a great usage experience. Its natural ingredient credential allows for usage for all ages above 2 years.
The launch strengthens GSK’s respiratory health portfolio in India making it one of the formidable players in the non-prescription space.

Vijay Sharma, Area Marketing Lead, OTC & Expert Marketing ISC, GSK Consumer Healthcare said, “Otrivin continues to be the leading nasal decongestant in India as well as globally. As the air quality degrades with each passing day, cleansing the nasal cavity by washing away the excess mucus or the allergen particles such as dust or pollen is an immediate need. With the science and trust held by Otrivin over all these years, we aim to address the current situation by launching Breathe Clean, a clinically verified saline formulation. We are confident that consumers with nasal congestion will adopt nasal washes into their daily routine as an extremely easy way of maintaining Nasal Hygiene.”

Otrivin, the World’s No.1 nasal decongestant is distributed widely across the country and continues to be the leading player in the nasal decongestant market in India. Otrivin Breathe Clean is available in a 100 ml pack priced at INR 335 across leading e-commerce and chemist stores pan-India.

Business World

ENO launches its biggest ever digital advertising campaign

Dec 15, 2020 by Neel Achary 0 Comments #Area Marketing Lead, #ENO, #GSK Consumer Healthcare, #OTC & Expert Marketing ISC, #Vijay Sharma

New Delhi: GSK Consumer Healthcare’s leading antacid brand ENO has launched its biggest ever digital campaign on YouTube and Leading OTT Platforms. The campaign has four different films targeting different consumer cohorts, each of which have been picked basis consumer insights and learnings from the past campaigns. With this campaign, ENO reinforces its credentials as a trusted ally against acidity for all, driving consideration and salience through personalization.

The campaign leverages the true power of digital for targeting, where a different creative is served to different audience basis their digital affinities and demographics. The campaign distinguishes cohort’s basis unique insights picked up from each of the four sets of consumer sets and is delivered through a very interesting and engaging creative route of a sing-a-song (Gadbad Gadbad)

  • Late night video consumption has gone up exponentially in the present times. For this audience, midnight snacking while binging on content is a given. Also, eating late at night and lack of sleep are amongst the top causes for acidity, and that’s where ENO steps in the picture to connect with this audience with a specific creative that runs from 10 PM to 3 AM only.
  • While acidity incidence is pretty much evenly split across gender. Historically, Eno’s protagonists have always been male. This is the first time on digital that the brand speaks specifically to the female audience on digital through a female protagonist, picking up on the life insight that resonate specifically with this audience.
  • For the first time the brand is connecting with ‘young at heart’ – a slightly older quintessential foodie who just can’t control their cravings, and thus acidity remains a niggling concern in their lives.
  • There is a separate creative for smaller town audience basis their life insights – again being a first for Eno.

Speaking on the campaign, Vijay Sharma, Area Marketing Lead, OTC & Expert Marketing ISC, GSK Consumer Healthcare added, “Considering Eno is a mass brand that plays a role in everyone’s life, our past campaigns have been based on fairly universal insights – connecting with the wide Eno TG. Digital gives us an opportunity to personalize our communication according to the audience affinities and demographics and for the first time, we have attempted to make specific communication for different audience cohorts, basis their life insights, with an objective of driving saliency and brand love. The campaign mixes these life insights with an intersting sing-a-song approach, reinforcing Eno’s credential in helping consumers live their lives non-stop and the initial consumers response has been very encouraging.” 

He further added, “We are confident that the approach of personalized communciation will resonate with our consumers and we look forward to bring more such innovation in messaging for all our consumers, both new and old.”

 The four-week campaign will have an unprecedented reach of 52Mn+ across YouTube and all other leading OTT Platforms ( Disney Hotstar, Zee5, & Mxplayer) in 4 languages (Hindi, Tamil, Telegu and Bengali).