Amitabh Bachchan becomes the face of Mankind Pharma

Mankind Pharma's new TVC will position the company as an affordable medication brand

e4m by exchange4media Staff
Updated: Nov 1, 2017 8:39 AM

Indian pharmaceutical company, Mankind Pharma, has signed on Bollywood actor Amitabh Bachchan as its brand ambassador. It intends to position itself as an affordable medication brand with its first TVC featuring Amitabh Bachchan that will go live on Wednesday, November 1.

One of the main strengths of the company that has contributed to its rise in the Indian market is its low-price strategy. Mankind Pharma also focussed on tier-II and tier-III cities instead of urban centers to grab market share. The latest TVC will take this strategy of Mankind Pharma further. “This TVC will not talk about any product of our brand, alternately, this TVC will emphasise more about healthy living. Through this ad we are talking about delivering affordable and accessible medication that satisfies urgent medical needs. We are the only affordable brand to fulfill all needs,” said Rajeev Juneja, CEO, Mankind Pharma. .

Juneja said that for a pharma company, a TVC can play a bigger role than just marketing one product. “They help in increasing awareness amongst citizens pertaining to health. TVCs always has a much wider reach and are watched by all type of audience across the rural and urban area. We believe, through our TVC, the company is able to reach all type of audience at one go,” he added. “Amitabh Bachchan was the preferred choice as he has great credibility among masses, so it was planned to take him as brand ambassador. Through him, we believe we will be able to spread awareness pertaining to healthy living amongst people. The TVC with our new brand ambassador also showcases overall company’s vision,” he said.

The company which is among India’s top five pharmaceutical companies has been capitalising on the benefits of having brand ambassadors for its various products. From Sunny Leone promoting Manforce Condoms to Kareena Kapoor appearing in the ads for PregaNews, Mankind Pharma has had success with brand ambassadors. “As a part of our marketing strategies we have been capitalising on different brand ambassadors for our various products. We have seen that appointing a brand ambassador has helped us in building the recall value of the product,” said Juneja. 
Noting that there is a huge revolution taking place in the Pharma industry, Juneja said, “We would like to grow up the ladder and seen as a delivering affordable and accessible medication brand.”

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