• Investment World
• eWorld
• Catalyst
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest

Sravanthi Challapalli

Chennai , Nov. 14

HIMALAYA Drug Company, which launched hand sanitiser Pure Hands in June, will launch a public awareness campaign in three months.

Mr Philipe J. Haydon, Business Head (Pharmaceutical Division), Himalaya, told Business Line here that the company would launch a print campaign to highlight facts about "hand-transmitted diseases". The advertising agency to design the campaign has not, however, been finalised.

Himalaya Drug will largely stick to the ethical route for the next couple of years to promote this product, which does not need soap, water or towel to use. It feels doctors are the best qualified to recommend its use as well as convince users of its efficacy.

Even abroad, where the hand sanitisers market is highly evolved, it was the ethical route that launched new brands, Mr Haydon said. This method imparted authenticity to the product, he added.

Godrej Consumer Products Ltd had launched a similar product under the Cinthol brand in July.

Mr Haydon said the company had approached over one lakh doctors to promote this product, which virtually marked the rise of a new category. "It is only a matter of time before the market gets savvy to this product," he said, adding that Himalaya, being the first company to launch this product in the country, would have the first mover advantage.

Article E-Mail :: Comment :: Syndication

Stories in this Section
Home in on special discount loans

Copyright © 2003, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line