MAM

P&G launches new Vicks cough syrup with a promise

MUMBAI: Procter & Gamble (P&G) Hygiene and Healthcare Ltd today launched Vicks Formula 44 cough syrup with a promise that it would give "long-lasting cough relief for up to eight hours."

 

Present at the press conference held in Mumbai to announce the launch, were P&G India chairman Bharat Patel, P&G country manager-marketing Rahul Malhorta, ear-and-throat (ENT) head of Hinduja Hospital, Mumbai, Dr Amitav Shukla and singer-cum-VJ Raageshwari.

Raageshwari sang the new jingle for Vicks Formula 44 - the lyrics of which are composed by her father Trilok Lumba- for all those present at the conference. Asked whether she would be starring in the TVCs of the product, she said, "It is too early for the company to decide what they want, whether they want an ad film or a print campaign with me. But I am definitely the face of the product and I will be travelling extensively to endorse Vicks Formula 44."

Talking about her connection with the product, Raageshwari said, "I am a singer and I have to sing and perform in front of a large audience to keep up the tempo. This requires a lot of shouting and cheering. At the end of the day, I am coughing and my throat is sore. So for me, something like Vicks Formula 44 which provides eight hours of relief is a saviour. Other cough syrups only provide about four hours of relief."

Patel said, "Our objective is to be a market leader. There is a market of 550 crore in India and we are targetting a significant share in it, although it is not possible for us to give out estimates and spends in a public related company due to the fierce competition in the market." Speaking about the price of the product, he said, "Our product is priced lower than any other cough syrup in the country."

Vicks Formula 44 has been approved by WHO and US FDA as they have found no evidence to warrant the international control of DEX (Dextromethorphan Hydrobromide) which is used in the syrup.

Speaking to indiantelevision.com, Malhotra said, "As of now we are only focussing on TVCs for Vicks Formula 44. Our aim is to reach as many people as we can."

The TVC stars model turned actor and former Mr Grasim Diwakar Pundir and focuses on a father-daughter relationship. The ads are targetted mainly at housewives who are the key decision makers in matters of family health and care.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/Manasvita_Subramaniam.jpg?itok=RytbFW4D
Why digital marketing needs a holistic approach

Digital marketing has taken over the traditional methods of interacting with consumers for brands and businesses in an overwhelming manner. This has led to a major shift in the marketing and advertising industry. The concept of digital marketing is not only new and intimidating but also rapidly...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/vdo.jpg?itok=aLvAQqpe
Video hosting, ad distribution, monetisation solutions on one platform: VDO.AI

The world of video is constantly changing and evolving. Brands and platforms are looking for interactive solutions to monetise and distribute their content. The new platform of VDO.AI helps clients to target exactly these aspects from one point.

MAM Digital
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/Milton.jpg?itok=DJk2lcnm
Milton’s new Thermosteel ad campaign expresses the colours of millennial love

Mumbai, October 11, 2019: Milton, a trusted name in the houseware industry known for its innovative and functional range of products, has released a new TVC for its Thermosteel range of water bottles. The film brings to life the colourful range of Thermosteel bottles which is sure to catapult it as...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/11/yatish.jpg?itok=3rytcdor
Cloud Telephony service provider Knowlarity Communications to cross 100 crore revenue in the domestic market

MUMBAI: Cloud-based telephony services provider Knowlarity Communications expects to cross the INR 100 crores annual revenues mark in the domestic market by the end of this financial year. Knowlarity, Asia’s largest cloud telephony company, has been growing at a robust annual rate of 50%.  For...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/11/tanishq.jpg?itok=FjLeKF7f
Tanishq celebrates Riwaazon wali Diwali through Virasat collection TVC

MUMBAI: Tanishq, India’s trusted jewellery brand has launched a new TVC campaign marking one of the most anticipated festivals of the year, Diwali. For this auspicious occasion, Tanishq is launching its new festive collection- Virasat. The new TVC campaign brings alive the essence of age old...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/11/dentsu.jpg?itok=yf5xMRVO
Dentsu Webchutney is Spikes Asia India Agency of the Year 2019

MUMBAI: The Spikes Asia Festival of Creativity has announced Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network (DAN), as the ‘Country Agency of the Year’ for 2019. The news comes soon after Dentsu Webchutney bagged 7 Bronze, 7 Silver, 5 Gold and a Grand...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/11/paypal.jpg?itok=hH9O7NAW
PayPal India launches ‘Ab Diwali 365 days wali’ consumer campaign

MUMBAI: PayPal India, today, launched its second marketing campaign themed – ‘Ab Diwali 365 days wali’.  The campaign is built on the core consumer insight that festivities and shopping doesn’t need to have a season. It aligns with PayPal’s focus on becoming an everyday part of a consumer’s life....

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/11/shaya.jpg?itok=HrTMQe6k
Silver jewellery brand Shaya celebrates 1st anniversary with digital campaign

MUMBAI: Since its inception, Shaya has tried to shun society’s expectation of being perfect all the time. Instead, the brand encourages everyone to embrace their quirks, uniqueness, and imperfections. On 24 September 2019, Shaya marked its 1 year of being- Not perfect, but One of a Kind. As homage...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/11/rainshine.jpg?itok=own-xN70
Rainshine Entertainment backed Culture Machine outlines aggressive future growth strategy

MUMBAI: Rainshine Entertainment, a leading entertainment company that creates diverse and iconic content for Indian and global audiences, announces the strategic expansion and restructuring of Culture Machine, a digital media company under its umbrella. Evolving and adapting itself to the new...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories