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Dr Morepen seeks to consolidate brand with new campaign

24-October-2009
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Dr Morepen seeks to consolidate brand with new campaign

Dr Morepen Ltd, the lifestyle health brand, has launched a new multimedia campaign for its wide range of OTC health products and diagnostic equipment. Conceptualised by Publicis India, the campaign is based on the tagline ‘Y Fikar’ positioning and has actress Sonali Bendre as its new face.

Speaking on the objective of the campaign, Emmanuel Upputuru, NCD, Publicis India, explained, “The objective for Dr Morepen brands is to build brand proposition for all its brands rather than just creating proposition for single sub-brands under the Dr Morepen umbrella. Hence the tagline, ‘Y Fikar’, is the answer for unwarranted illnesses like cold, burns or fever with Dr Morepen OTC and health brands around.”

Upputuru further said that besides television, the brand would ride high on digital platform like virals and social networking (Facebook) and mobile marketing.

Speaking on the brand strategy, Sushil Suri, Chairman & Managing Director, Morepen Labs, commented, “Dr Morepen is a brand that provides everyday solutions for health ailments affecting the consumer’s lifestyle. Thus, the brand’s current communication seeks to reinforce the attributes and positioning of ‘Dr Morepen, Toh Y Fikr’.”

The company has slated its new communication for various products under the Dr Morepen umbrella. There are series of commercials released for its OTC and health products. Currently, its communication for Burnol is on air to coincide with Diwali.

Since its inception in 2001, Dr Morepen has been a growing player in the pharma industry. The company now seeks to scale new heights and consolidate the Dr Morepen brand name in the health and wellness segment. A host of new products are slated to be rolled out in categories like the growing emergency contraceptive market, aches and pains, anti-pyretic, etc.

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