Campaign details
Brand: CentrumAgency: Publicis MediaRegion: APAC
Strategy
Objective
Centrum multivitamins was launched with the objective of :
- Tapping India's growing Multivitamin category which has seen a surge post Covid by driving awareness for multivitamin intake.
- Drive penetration in the category which is fragmented across new-age D2C Players and old OTC brands.
Challenges:
- Price per capsule: Centrum is a global product of the highest quality and the claim of being "World's No.1 Multivitamin" was >13 per capsule competing against established brands at <10 Rs and as low as INR 3. Gaining a share against these...