Pirmal Healthcare increases focus on digital marketing
Health and wellness company Piramal Healthcare, maker of the iconic analgesic brand, Saridon, has over the last two years increased its advertising spends on digital and brand activation by 45 per cent. Considering that it deals with personal and private products such as contraceptives and ovulation kits, Kedar Rajadnye, COO, Piramal Healthcare, says that the digital platform has become an effective way to interact with consumers one-to-one.
The company recently put up a video on YouTube titled i-Sure Story, which is about its recently launched ovulation kit. The video, claims, Rajadnye got more than 500,000 hits within the first few weeks of launch. The same video was also released on CDs and distributed at over 300,000 chemist stores across the country. Simultaneously, the company has also done an activation exercise in public washrooms (of malls, multiplexes etc) in the top 20 cities, where it branded the doors of each washroom.
“We used the doors of the washrooms to tell our target audience about i-Sure. The posters talked about the features of the brand and also gave details of the web site where the consumer could get information about the product,” says Rajadnye. Also made available was an android app on i-Sure.
It has also been using digital platforms extensively even for its newly launched kids well-being brand, Jungle Magic, under which it has launched an array of products such as mosquito repellant bands, perfumes for kids and so.
It has created Jungle Magic video games based on its various products. Kids who play the game accrue points based on which they get Jungle Magic products and a few lucky ones also get a chance to win a Sony play station.
Rajadnye says that going forward, the company plans to take its digital spends close to 50% of its overall advertising and marketing spends.