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

Manoj Damodaran

Campaign details

Brand owner: Allergan
Brand: Botox
Agency: Euro RSCG India
Country: India
Channels used: Internet - display, Magazines - consumer, Point-of-purchase, in-store media
Media 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 in inquiries2 about Botox and a significant increase (of up to 100%) in sales3 in select target markets.

Ageing was a matter of concern for Indian women. But interestingly, the worry meter peaked during social, religious and cultural occasions. India is known for its celebrations and every other month is a reason for them to 'look good'.