" Safed Teeka” – Communicating Boroplus Antiseptic Cream
Over a fine Mon morning about August twenty sixth 2011, work was at their peak with the Kolkata Head office of Emami Ltd. Mister. Subir Sen (Sen) was sitting at his desk with a great advertisement operating on his computer system which showed actor Amitabh Bachchan (Amitabh), the brand ambassador of Emami. Sen got completed his MBA in Marketing from the ICM, Calcutta, and had became a member of Emami Ltd. under the Boroplus brand as a Brand Executive. Similar he was seeing showed Amitabh in a sharp white kurta applying a white department of transportation on his face. This was accompanied by a visual of numerous parts of India, right from Kashmir (North) to Kanyakumari (South) and Rajasthan (West) to West Bengal (East). The ad proceeded to show that folks from most origin were applying the white us dot on their face. The whole show was made more appealing with melodious background music in whose lyrics had been ‘Lagate Hain Safed Teeka' (means: apply the white-colored dot). The white dot/streak was the " Safed Teeka” of Boroplus Antiseptic Cream, a flagship brand of the Emami Ltd. The tagline of the advertising went on to express ‘Boroplus ka safed teeka, taki sardi ki nazar na lage' which means Boroplus white ability would stop one in the evil associated with cold. The ad was obviously a part of a brand new campaign wherever Emami was planning to try a new advertising and marketing strategy (Refer Exhibit I actually for the ad storyboard). The commercial made Sen ponder over the objective which usually led to the creation from the ‘Safeed Teeka' campaign. As a newcomer, Sen had been given two responsibilities.
He had been carrying out a competitor examination for the wintertime cream category as a part of his research which was to investigate " The connection plan of Boroplus”. Mister. Sen was also presented the task to suggest a fresh and a highly effective communication policy for Boroplus Antibacterial Cream (BPAC) for winter months of 2011 and in order to do this he required insights around the past interaction strategy as well as the present connection objectives. This individual got submerged into the origins and growth of Boroplus.
The parent company of BPAC, the Emami Limited was one of the most well known Fast Moving Client Goods (FMCG) companies in India in the first decade of the new millennium. The company had a very humble background internet dating back to mid 1970s when two childhood good friends R. T. Goenka (Goenka) and R. S. Agarwal (Agarwal) leave their visible jobs for to start Kemco chemicals in Eastern India. The company was set up with an initial seed capital of INR 20, 1000. The company was into therapeutic and cosmetics. The 1st products from the company namely, Emami Talcum Powder, Emami Vanishing cream and Emami Cold cream became most favorite of the top quality conscious central class in the mid seventies. In 1978, a business called Himani based in Asian India became a sick and tired unit, and Agarwal made a decision to purchase this firm as he saw a future prospective client in the business. He chose to use this sick unit pertaining to producing products based on Ayurveda preparations.
The two Agarwal and Goenka saw a huge potential in the antibacterial cream part where there had been only a few brands were readily available. So in 1982, they introduced Boroplus Antiseptic Cream (BPAC), the flagship brand of the corporation. This was a great afterthought as both owners saw a potential untapped market in the antibacterial cream category at the almost all India level. The term was based on Boric Acid which was a base ingredient for some antiseptic cream. Boroplus premiered in immediate competition with Boroline, an antibacterial cream by G. Deb. Pharmaceuticals in Kolkata. Boroline was the after that leader available in the market and Boroplus took many years to obtain recognition among the list of masses. Your initial years were tedious while the owners themselves utilized to carry the items on handheld carts to varied retailers to get selling, good results . time, the merchandise gained acceptance. Boroplus was one of the few FMCG brands of pre-liberalization India to launch a mass media advertising campaign. After the...