Campaign details
Brand: Prolyte Brand owner: Cipla Entrant company: The WombIdea creation: The Womb Mumbai Market: India Sector: Non-prescription, OTC products Media channels: Direct marketing, Point-of-purchase, In-store Budget: 500k - 1 million
Executive summary
This is the story of the Oral Rehydration Salts (ORS) category in the AP-TG and Maharashtra markets. The brands that were not actually ORS were owning the category (especially ORSL). With ORS being a dehydration (diarrhoea) therapy, this was a serious issue, especially in a time like COVID....