Naselin: Prajapati, the sleeping night watchman

Manisha Sain, Devanshi Saha, Bushra Halim

Naselin, a nasal decongestant spray, launched a campaign in India to stand out despite being a 'me-too' product.

Campaign details

Brand: NaselinBrand owner: Cipla Health Pvt. Ltd.Agency: The Womb Communications LLPMarket: IndiaSector: Non-prescription, OTC productsMedia channels: Competitions & contests, Radio & audio, Social media, Television, Video on demandBudget: 500k - 1 million

Executive summary

It's easy to talk about zigging while others zag but we are putting a value to it.

Naselin's 'Good Night with Naselin' helped commercialise a me-too product in the market for nasal decongestant sprays.

Naselin did this by going against the category promise of helping consumers to 'jump back to work'....

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