Having made a foray into the OTC sector, J. L. Morison (India) Ltd is now scouting for a healthcare communications agency to create awareness for its brands such as Emoform and Carnation Corn Caps.
Mr Jimmy R. Anklesaria, Managing Director, J. L. Morison, told Business Line that "We have been looking at agencies which already have professionally managed healthcare divisions and hope to finalise one before the new financial year."
At present, the Rs 51-crore J. L. Morison has TBWA India handling its advertising account for the Nivea brand while Mediacom is its AOR.
With its growing portfolio of healthcare brands under Emoform and Carnation, the company is now hoping to appoint a healthcare communications outfit to handle the OTC brands. For instance, under the Emoform brand, the company intends adding a mouth rinse and a tooth-polishing liquid. Besides, after soft-launching Carnation Corn Caps in 2003, a fully imported product from Cuxson Gerrard & Co of the UK, it has now launched Carnation Cushion Comfort Insoles which will help the consumer get all-day comfort and keep the feet fresh and dry.
There is a similar Super Deo Insole, which absorbs foot odour and has proven antibacterial agents, besides keeping the feet fresh and dry. Carnation Caps is pitted against global foot care major Dr Scholl's in the domestic market.
Elaborating on the marketing initiatives to promote the products, Mr Anklesaria said, "We are investing heavily in consumer education to create awareness for such advanced foot care products. Brochures have been placed in both traditional footwear stores as well as non-traditional stores like Health & Glow, CRS Health and others so that consumers can take back the literature for reading and make a considered rationale purchase when they next visit these stores."
In its endeavour to build a new category, the company does not plan to invest in any of the traditional mass media. "We need to start connecting with the relevant consumers who are conscious of their well-being and therefore will use very selective media vehicles which can reach us directly to them. Most of the promotional spends will be on on-premise activity, and promotional samples as well as brochures to build consumer awareness and then brand franchise. It is going to be quite a long and arduous task to get there but we will make it," said Mr Anklesaria.