Prolyte: An Alphabet Can Make All The Difference

Manisha Sain, Ramanathan Venkataramani, Bushra Halim

Prolyte, the oral rehydration salts, took a responsible stance to educate the community on the unique benefits of ORS in India.

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....

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