In a multi-agency pitch, Delhi-based Noshe Oceanic Advertising has been awarded the creative-cum-media duties of Bakson Homeopathic Centre for Allergies.
The clinic that specialises in treating allergies has Sunny Arnica hair oil, shampoo & conditioner, Aloe vera all-purpose cream and Sunny Hena in its portfolio.
The homeopathic clinic had evaluated about five prospective agencies. At the end of the pitch, however, the executives were quite impressed by the aggressive and competent strategy presented by Asheesh Sethi, president of Noshe Oceanic. And, in effect, that swung the deal in Noshe's favour.
The total size of the business is in the vicinity of Rs 5 crore. What makes this news interesting is the fact that a homeopathic company that rarely advertises and mostly attract clientele on the account of word-of-mouth has decided to hire the services of an advertising agency. For Dr Sunny Bakshi, owner of Bakson's Homeopathic Clinic, appointing an agency was the need of hour.
"No science has all the answers. Where allopathy may not have the answers, homeopathy would. Take the example of allergies. There is no allopathic cure for it, whereas homeopathy has. Similarly, there are many other areas where homeopathy is more effective. However, not many people are aware of it. Therefore, the objective is to make homeopathy the first line of treatment for the masses," explains Dr Bakshi who is also the president of the Central Council of Homeopathy, Ministry of Health and Family Welfare, Government of India.
To that end, the communication would be aimed at educating people about the benefits of homeopathic treatment. "We would like to reach the students at schools, colleges and villages as well, where sadly, there is no infrastructure for medical treatment" he adds.
In terms of the brand communication, the task at hand, Anupma Mehrotra, associate vice-president, Noshe Oceanic, explains, "is to reposition the brand. And, since the target group is a wide section of people across categories, the message would be delivered through a multimedia campaign."
Bakson's, which has currently 18 super specialty stores in the country, is adding another 12 this year with a view to consolidate its pan-India position. While Dr Bakshi declined from sharing the amount being allocated for retail expansion, he, however, claimed that the company was growing by 100 per cent every year. "We are not concerned about money but quality. And, quality is what we want to bring to the people of India," he concludes.
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