Campaign details
Brand: IodexBrand owner: GlaxoSmithKlineLead agency: Leo Burnett IndiaCountry: IndiaIndustries: Non-prescription, OTC productsMedia channels: TelevisionBudget: Up to 500k
Executive summary
Iodex had built immense equity by being a 'Partner to Pain' for the traditional women of India. However, the 'traditional' women had evolved and Iodex hadn't captured the progress and change in their lives. This made Iodex lose relevance and relatability, resulting in depleting uptake. Therefore, there was a need for Iodex to reinvent itself and build a conversation that appealed to the new age Indian...