Cofsils: Kill the itch

Manisha Sain, Devanshi Saha, Bushra Halim

Cofsils, a throat lozenge brand, launched a campaign in India to market itself as a bacteria/virus killing lozenge and increase its price point by 300%.

Campaign details

Brand: CofsilsBrand owner: Cipla Health Pvt. Ltd.Agency: The Womb Communications LLPMarket: IndiaSector: Non-prescription, OTC products Media channels: Point-of-purchase, in-store, TelevisionBudget: 5 - 10 million

Executive summary

This is a story of how to raise a long-held price point by 300% in a low-stakes, low-price, inertia-led category.

The throat lozenge market in India has been stalling at the Rs. 1 price point for decades now, with even legacy-strong brands like Vicks and Strepsils struggling to scale up their Rs. 3 franchise.

Cofsils identified the problem as...

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