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Issue dated -13th October 2005

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Strepsils goes Sa Re Ga Ma……

EPP News Bureau - Mumbai

Strepsils and Saregama joined hands over music co-branding deal to produce a series of music albums to promote old hindi film music. The album was sung by some of the best voices in the country under the title “Strepsils Pure Voices”.

A twin-album will be released every month for the next twelve months, making it the largest music co-branding deal in the country purely in terms of number of albums released in a year. Each ‘Strepsils Pure Voices’ album would feature old hindi film songs and and is centered around an artiste, a theme or a mood. In line with this, the series is being launched with two twin-albums – Asha-Kishore Unremixed and Rimjhim Unremixed. Actress Diya Mirza inaugurated the “Strepsils pure voice” album at the club.

“The best way to drive association with voice is with the best voices in the country, from Kishore Kumar and Asha Bhonsle to Lata Mangeshka,” says, Devendra Shinde, Marketing Manage of Boots Pirama

The tie-up between Saregama and Strepsils is a good sign in the marketing sector. Strepsils, right from its launch in India 42 years back promoted on the platform of voice, based on the consumer insight that a clear throat leads to a clear voice. Devendra Shinde, Marketing Manager, Boots Piramal said, “The best way to drive association with voice is with the best voices in the country, from Kishore Kumar and Asha Bhonsle to Lata Mangeshkar. And with this brief, there is no one better to tie up with than Saregama HMV.” The added advantage is that Strepsils gets on-the ground visibility in 20,000 music outlets across the country.

In return, Strepsils will promote the series through its network of over 1,50,000 chemist outlets, thus multiplying the regular on-ground visibility ten-fold in one go. Besides this, it helps greatly to have two pockets available to double the promotion spends on the album. The promotion was designed to work well for both partners, to drive Strepsils brand imagery and to drive the sales of the album. Due to these combined pockets, the albums would be promoted heavily on television, radio and on-the-ground activities.

nandini@express-pharmapulse.com

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