• Situation: In India, Strepsils – a specialist sore threat medicine, was losing its medicinal equity and was being perceived as a mere candy. Doctors had stopped prescribing it for the fear that patients would object to being prescribed a mere candy!

• Brief : Change the perception in the consumers’ mind who treated Strepsils as a mere candy; and make them see Strepsils as a medicine again.

• Objectives: Restore Strepsils’ eroding medicinal equity.

Implementation- We conducted an extensive Doctors' Communication Programme and a Pharmacists' Partnership Programme. We made sure that doctors’ prescribed

Amylmetacresol and Dichlorobenzyl Alcohol and Pharmacists gave out Strepsils for every such prescription. When patients asked the Pharmacists if they were given the right medicine, the Pharmacists pointed to the ingredients on the pack of Strepsils.

Timeline- 1st March to continuing.

Placement: Delhi NCR

• Scale: We ran an extensive Doctors Communication Programme to communicate with prominent General Physicians and ENT specialists; and through a Pharmacists Partnership programme we partnered with high footfall Pharmacists in Delhi National Capital Region (which comprises Delhi along with satellite cities of Gurgaon, Ghaziabad and NOIDA) to bring this activation alive. The same model will be replicated across all major metros of India – that’s 10 cities with a population size of approx. 80 million overall.