Centrum: Becoming the bestseller in the multi-vitamins category with Amazon Ads

Centru, a multivitamin brand, leveraged Amazon Display, Amazon DSP and Sponsored Ads in its digital-first campaign to tap into India's growing multivitamin category by driving awareness for multivitamin intake and penetration in a fragmented category.

Campaign details

Brand: CentrumAgency: Publicis MediaRegion: APAC

Strategy

Objective

Centrum multivitamins was launched with the objective of :

  1. Tapping India's growing Multivitamin category which has seen a surge post Covid by driving awareness for multivitamin intake.
  2. Drive penetration in the category which is fragmented across new-age D2C Players and old OTC brands.

Challenges:

  1. Price per capsule: Centrum is a global product of the highest quality and the claim of being "World's No.1 Multivitamin" was >13 per capsule competing against established brands at <10 Rs and as low as INR 3. Gaining a share against these...

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