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Ranbaxy’s Volini now an OTC product; Saatchi to handle creative
So far, Volini, a pain killer, has been a prescription product, but now the company plans to relaunch it as an OTC product, with an ad budget of Rs 10 crore
Ranbaxy Consumer Healthcare, a division of Ranbaxy Laboratories, which owns many OTC (over the counter) pharma brands such as Revital, Pepfiz and Smile, has decided to reposition its pain killer prescription drug, Volini, as an OTC product.
Saatchi & Saatchi bagged the creative duties for Volini following a multi-agency pitch. Both the agency and the pharma company say the advertising budget for this brand alone is Rs 10 crore.
Volini comes in gel, spray and tablet forms. The brand will be relaunched in September and the advertising campaign will be rolled out in sync.
A source close to the development informs agencyfaqs! that during the pitch, the agencies were asked to compute a complete strategy to firmly entrench the brand within the category. The idea is to position Volini as a brand that consumers would like to reach out to when they need it and thus create top of the mind recall.
The source reveals that Volini products will have a completely different positioning from their direct competitors. The media mix comprises of print and television.