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Tag: GlaxoSmithKline

  • Inspires women to take care of their bone and joint health

    Centrum OstoCalcium unveils new TVC

    By Our Staff

     

    Centrum OstoCalcium, marketed by Haleon (eka GlaxoSmithKline Consumer Healthcare) has unveiled a new television campaign, ‘Do Haddiyon Ko Dum with OstoCalcium’.

     

    Commenting on the TVC launch, Anurita Chopra, Head of Marketing, Haleon ISC, said: “The latest TVC from Centrum OstoCalcium reflects our unwavering dedication to empowering women in placing their health as a paramount need. In Indian households, women often stand as the backbone of their family’s health. Nonetheless, they usually neglect their personal well-being for the sake of their families.

     

    Added Garima Gupta, Category Head – Vitamin & Mineral Supplements, Haleon ISC: “Our goal is to instil a sense of empowerment in women by narrating tales about tenacity, perseverance, and triumphs, empowering them to take charge of their own wellness journey. This journey begins with fundamental nutrients such as calcium and vitamin D, which play a pivotal role in maintaining strong and healthy bones.”

     

  • To celebrate World Dentist's Day

    Sensodyne launches digital campaign

    By Our Staff

     

    Sensodyne, the oral care brand from the house of Haleon (eka GlaxoSmithKline Consumer Healthcare) has launched a digital campaign to celebrate the role of dentists on World Dentist’s Day, that’s observed on October 3.

     

    Said Bhawna Sikka, Category Head, Oral Care Lead, Haleon said: “This World Dentist Day, we wanted to demonstrate our firm belief in the importance of the role played by dentists in helping people maintain their overall health. Most people feel wary of visiting dentists; hence, through this campaign we hope to bring alive stories and conversations that show how dentists enable small joys throughout our life. They are the doctors of joy and people should see them more often.”

     

  • Advertisers like Maruti Suzuki, Honda bikes and Samsung turning to kids' channels

    Adult brands patronize kiddie channels

    By Shambhavi Anand

     

    When Lata Diwan went shopping for the household, her 5-year-old daughter Tanya suggested her to choose a certain brand on mosquito repellent. “It will drive the mosquitoes out as well as leave a fragrance around,” the young scholar told her mother.

     

    Tanya’s knowledge about mosquito repellents comes from an advertisement she watches in between her favourite programmes on cartoon channels, where it’s no longer just toymakers and children’s product brands that advertise. An increasing number of nontraditional advertisers including Maruti Suzuki, Honda bikes and Samsung is advertising on kids’ channels as more children participate in their parents’ purchase decisions and more parents watch television with their children.

     

    “While traditional advertisers such as GlaxoSmithKline, Hindustan Unilever, Cadbury, Mattel, Kellogg, Perfetti and ITC are amongst our top spenders, close to 50% of our revenues now come from non-traditional advertisers,” says Juhi Ravindranath, ad sales vice-president for South Asia at Turner International India, which owns Pogo and Cartoon Network channels. Most houses in India have one television set and it’s common that children and adults watch it together, and often the younger ones hold the sceptre – the remote control – and decide what to watch.

     

    Rahul Johri

    So advertisers targeting parents too are turning to kids’ channels. “Advertisers do not want to miss any opportunity of reaching out to their target audience, whether it is mothers, fathers or grandparents,” says Rahul Johri, senior vice president and general manager, South Asia, at Discovery Networks Asia Pacific, which owns Discovery Kids. The maximum growth in terms of adspend on these channels has been observed in fast-moving consumer goods.

     

    A spokesperson of Pogo channel says unconventional advertisers on the channel include Maruti Suzuki, Honda bikes, Hero Moto-Corp, Micromax, LG, Samsung and Hitachi. “We expect the number of new categories and advertisers to only grow,” the person adds. That’s because it’s seen as a win-win. While the kids’ channel gains from the increased advertiser base, the non-traditional advertiser benefits from the huge secondary target audience of parents and grandparents.

     

    Santosh Desai, advertising veteran and MD and CEO of Futurebrands India, says, “For marketers there are a couple of advantages of being on kids’ channels. First there will be some spillover adult viewer and children’s role in decision-making for the household has also increased. Secondly, these channels are relatively cheaper in the overall media mix.”

     

    A study by Cartoon Network, ‘Cartoon Network New Generations 2012′, shows a majority of parents watch television with their kids. After serials, cartoons are the most preferred genre for parents, ranking above news channels.

     

    About 75% parents spend time watching TV at least 5-6 times a week with their kids. This number is even higher, close to 80%, for parents of younger children. Channels say that in spite of the decent growth, the kids’ genre is extremely under-monetised, with 7% viewership and just 3% of revenue share.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Consumer goods giants Hindustan Unilever, GlaxosmithKline, Colgate-Palmolive wage big-bang advertisement war

    Bang, Bang! FMCG majors slug it out via ads

    By Ratna Bhushan, Sagar Malviya & Writankar Mukherjee

     

    On February 18, when British PM David Cameron visited the headquarters of Hindustan Unilever, the firm’s legal cell was busy finalising the documents for dragging the Indian unit of the UK’s Reckitt Benckiser to court over disparaging comparative advertising. Not that this came as a shock to the maker of Dettol and Harpic. The company’s top management had instructed its team to ‘go for the kill’ with its Dettol Kitchen dish-washing liquid ad campaign, despite knowing its ads could land in court.

     

    Less than 10 days ago, GlaxosmithKline Consumer Healthcare announced the launch of Parodontax toothpaste, its global brand, targetted at customers with bleeding gums. The response of Colgate-Palmolive, the oralcare market leader was swift and emphatic. Two days ago, it began advertising its own variant through full-page ads, claiming its product was the best.

     

    Welcome back to the world of marketing wars and aggressive competitive advertising in the consumer goods market. After a lull of almost two years, high-decibel ad campaigns have made a comeback across categories ranging from toothpastes and biscuits to dishwashers and mobile phones. Consumer demand may still be subdued, but companies are hiking ad spends in the hope of stepping up consumption, garnering market share, and creating a buzz around their products.

     

    Sam Balsara, chairman and MD of Madison, which buys media for tobacco-to-biscuits major ITC and telecom services provider Bharti Airtel, said there is increasing realisation among companies that they can’t take growth for granted in a cautious economic environment and with more brands entering the market. “We see an escalation of ad spends, especially among consumer companies, this year,” he said.

     

    But do high-voltage ad campaigns work? “The cola wars of the 1990s did not help either Coca-Cola or Pepsi. What they did was create excitement in the category,” said Santosh Desai, CEO of Future Brands. “While different brands would have different reasons to come up with competitive advertising, what it does is create either new categories as in the case of specialist oralcare or smartphones, or create excitement in existing ones as in the case of biscuits.”

     

    Newer categories like smartphones are being particularly aggressive. Last month, Apple kicked off an ad blitzkrieg on EMI schemes for the iPhone 5. Samsung, the smartphone category leader, responded by launching a big-bang print ad campaign that announced the revival of its EMI schemes for six premium Galaxy phones. Sony has roped in Katrina Kaif for two years to promote its Xperia smartphones and decided to triple its marketing budget for smartphones to Rs 300 crore for next fiscal.

     

    “The smartphone war will further heat up. Z10 will give a tough fight to competitors and will help us gain consumer franchisee and share that may have been lost to Apple or Samsung,” says BlackBerry India MD Sunil Dutt. Blackberry launched the Z10 smartphone in India on Monday.

     

    Comparative Advertising

    India is an underpenetrated and underserved market where advertising has traditionally been directed at consumers and not competition. But this is gradually changing. Reckitt Benckiser’s Dettol Kitchen dish-washing liquid ad showed Vim up front and disparaged the HUL product. HUL has hit back with full-page ads saying ‘antiseptic is for cleaning floors and wounds, not utensils’, a thinly disguised attack on Dettol.

     

    HUL dragged Reckitt Benckiser to the Calcutta High Court, which has ruled that the latter needs to modify its ads and remove the visual of quantum of germs killed by use of the two competing products, though the ads can continue to compare Dettol Kitchen with Vim.

     

    Earlier this month, for the first time since it came to India, UK biscuits maker McVities began airing ads claiming it is the ‘only biscuit without maida’ – indirectly taking potshots at established biscuit makers. “The commercial elevates the digestive category compared to regular biscuits by honing onto a relevant category truth. The objective is to tell consumers why McVitie’s is better,” said Jayant Kapre, president, United Biscuits. “In the heat and dust of the marketplace, you do have skirmishes now and then,” said Sameer Satpathy, marketing head of Marico.

     

    Arvind Sharma, chairman and chief executive officer of ad agency Leo Burnett, said the best way for a new entrant to gain market share from the leader is to claim superiority.

     

    “When there is a new entrant, the best way to gain market share from the leader is to claim superiority. If your claim is based on facts, then it is legitimate because consumers would like to know more about the products they are using,” said Mr Sharma, who is also the chairman of the Advertising Standards Council of India (ASCI), the advertising watchdog. In the quarter ended December 2012, 18 out of top 20 consumer companies hiked the absolute ad spend to support new launches and counter slowdown and competitive pressures. Even as a percentage of sales, 12 out of 20 companies increased their ad spending. According to estimates by Madison World, the share of FMCG companies in the total TV and print ad market went up from 52.8% to 54.4% and from 8.9% to 10.3%, respectively.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

     

     

  • EduMedia's vertical Krayon conducted 'Horlicks Mission Exams 2013' in Mumbai recently, a campaign aimed at combating exam stress

    Krayon executes Horlicks Mission Exams 2013

    By A Correspondent

     

    EduMedia’s vertical Krayon conducted ‘Horlicks Mission Exams 2013’ in Mumbai recently. GlaxoSmithKline’s Horlicks brand has consistently emphasised the importance of a healthy body and a healthy mind during examinations not only to children but also their teachers and parents. Various facts on the importance of good nutrition, health, effective study skills & stress management during exam times were highlighted while the audience was in admiration of the speaker and his knowledge on kids.

     

    The campaign was organized across 21 cities this year through workshops aimed at students, principals, teachers and parents that propagated the message of ‘Brain Ready, Body Ready.’ The initiative reached out across Chennai, Hyderabad, Bengaluru and Bhubaneswar for parents and teachers to appropriately assist the children during this stressful time.

     

    Highlights of the Campaign:

    Workshops: Interactive workshops were conducted for principals and teachers in 7 cities to help handle the stress and fears of students in a better way.

     

    Parent Workshops: A Nutritionist addressed parents on Healthy Body and Healthy Mind. She answered various issues and concerns that their children face during exams.

     

    School Contact Programme: An interactive session was planned for students and teachers on the importance of nutrition and stress management related to examinations.

     

    Shadow Campaign: Distribution of booklets in 21 cities containing tips to perform better, stress management and nutrition & Exam Planners.

     

    The interactive session for teachers equipped them with knowledge regarding a child’s good mental health. The special workshop for parents dealt with nutrition and food during exams. An expert nutritionist offered advice on food and exams in select schools during this programme.

     

    EduMedia’s Managing Director, Syed Sultan Ahmed, said, “Exams are a stressful period for students, teachers as well as parents. It is important for students to maintain a right balance of mind and body to be able to perform well and cope with the stress during these crucial days. The program explored study methods which are quicker and easier to follow.”