Botox: Increasing adoption and growing the market by introducing new avenues of consumption

Botox aimed to grow sales in India with this campaign. Activity was based around the insight that Indian women's concerns about ageing peak during social, religious and cultural occasions.

Botox: Increasing adoption and growing the market by introducing new avenues of consumption

Manoj Damodaran

Campaign details

Brand owner: AllerganBrand: BotoxAgency: Euro RSCG IndiaCountry: IndiaChannels used: Internet - display, Magazines - consumer, Point-of-purchase, in-store mediaMedia budget: Up to 500k

Executive summary

As a market leader1, Botox had a little less to worry about competition. However, the challenge was to grow the market. With this task in mind, a new communication strategy was developed for Botox. Deployed using trivial media investments, the campaign resulted in a 79% increase...

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