The Unbranded Prescription was an activation. Through a Doctors Communication Programme we asked Doctors to prescribe Amylmetacresol & Dicholorobenzyl Alcohol - the two medicinal ingredients in every tablet of Strepsils, instead of Strepsils. Through a Pharmacists' Partnership Programme, we made sure that every prescription with this Rx was given Strepsils. When patients asked the Pharmacists if they were given the right medicine, the Pharmacists pointed to the ingredients on the pack of Strepsils. And that's how we made Strepsils, 'Strepsils - a sore throat specialist' again.

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 30th April.

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.

• Business impact – Immediate perception change is what we aimed for and business impact will only be visible in the near future.

• Response rate – No response rate data was recorded. We only measured results via number of unbranded prescriptions received.

• Impressions – 2500 + prescriptions received at our partner pharmacists.

• Change in behavior – Patients of sore throat saw Strepsils as a medicine.

• Consumer awareness – Patients of sore throat are now aware of medicinal credibility of Strepsils.