Cofsils: Kill the itch

Cofsils, a throat lozenge brand, launched a campaign in India to market itself as a bacteria/virus killing lozenge and increase its price point by 300%.

Campaign details

Brand: CofsilsBrand owner: Cipla Health Pvt. Ltd.Agency: The Womb Communications LLPMarket: IndiaSector: Non-prescription, OTC products Media channels: Point-of-purchase, in-store, TelevisionBudget: 5 - 10 million

Executive summary

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