Mediker launches a new communication campaign

Company Brief

New Delhi, February 27, 2009

Mediker, an anti lice treatment brand from FMCG major, Marico Ltd today launched its new communication campaign - “Mediker – Juein nikaale, pyaar se!” The new communication is targeted to Lice Comb users and aims to sensitize them about the demerits in using the Lice Comb for Lice removal. The new TVC focuses on getting Lice comb users to adopt Mediker as their most preferred solution for lice removal. Mediker a market leader in anti-lice treatment, offers a modern, scientific solution to the common problem of lice.

According to a recent study conducted by IMRB, Lice affect over 23% of Urban Households across the country annually. Most households today use Lice combs to tackle the problem of lice. However, the Lice Comb has its limitations; it does not remove all the lice on hair – especially the small lice which are difficult to see and which stick to the scalp. More significantly, lice combs are painful as they pull the hair from its roots. Combing hard may also cause inflammation and irritation of the scalp.

Consumer insights show that there is a general perception among Mothers that removing lice is a thankless process. The Mothers are aware of the importance of removing lice from their daughters’ hair; however, at the same know that the child goes through immense pain when she uses the lice comb. Nevertheless, they believe that without any pain there can be no gain and thus certain problems cannot be cured without bitter medicines.

However, the film attempts to disprove this assumption by showing that Lice can be removed without causing any pain. This is communicated by highlighting the working action. Lice clutch on to the hair. The mother tries to forcefully dislodge the lice with the lice comb. The lice comb gets stuck in the hair as a result of which the hair gets pulled causing pain and damage. Application of Mediker helps to wash out the lice from her hair and allows easy removal of the lice even with a normal comb.

The creative rendition of this route happens in the film through the proposition – “Mediker – Juein nikaale, pyaar se!”

Thus, with Mediker, you can remove lice from your daughter’s hair without pain, and need not get her to perceive you as ruthless and harsh.

For further information, please contact:

Perfect Relations Ltd.

Ishani Dave

022-24367155

Email: idave@perfectrelations.com