Iodex: Making Iodex part of cultural fabric of Tamil Nadu-Thaipusam Walk

Saumya Tyagi, Ankit Singh

Iodex, the pain balm, used a local cultural insight to reverse a regional sales decline in southern India.

Campaign details

Brand: IodexBrand owner: GlaxoSmithKlineAgency: Leo Burnett IndiaMarket: IndiaIndustries: Non prescription, OTC productsMedia channels: Events & Experiential, Merchandise & free gifts, Outdoor, out-of-home, Social mediaBudget: Up to 500k

Executive summary

This was a peculiar case of Iodex pain balm, a heritage brand, which managed to strike a national turnaround with the progressive repositioning, Thodi Himmat, Thoda Iodex, but was struggling in Tamil Nadu, one of the biggest sources of growth for the category in India.

The state of Tamil Nadu demanded interventions that were unique to...

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