Iodex: The Battle for Pain
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...