Iodex: The Battle for Pain

This case study shows how Iodex, a pain relief brand, overturned its declining sales in India by creating its own category and rebranding itself as an expert solution product.

Iodex: The Battle for Pain

Amritraj Thakur, Astha Sirpaul and Harshvardhan Sahni

Campaign Details

Brand owner: GlaxoSmithKlineAgency: The Leo Group IndiaBrand: IodexCountry: IndiaIndustry: Non-prescription, OTC productsChannels: Packaging design, Point-of-purchase, in-store, Print - general, unspecified, Radio, TelevisionBudget: 500k - 1 million

Executive Summary

'Topical pain relief' (balms, gels & sprays) brands in India have either pegged themselves as specialist solutions (headaches, backaches etc.) or as general multi-purpose pain solutions.

GSK's Iodex fell into the latter category and enjoyed tremendous equity in the same. But in 2014 it's sales...

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