Sun Pharma CHC enters anti-fungal powder OTC category with ABZORB

Sun Pharma Consumer Healthcare (CHC), a division of Sun Pharmaceutical Industries Ltd (Reuters: SUN.BO, Bloomberg: SUNP IN, NSE: SUNPHARMA, BSE: 524715, “Sun Pharma” including its subsidiaries and/or associate companies) announced its entry into the anti-fungal powder OTC category with ABZORB. The brand will be co-promoted across prescription & OTC channels in India to drive growth. Sun Pharma CHC has launched a 360° marketing campaign comprising TV, print & digital to expand consumer outreach.

ABZORB’s unique combination of talc & starch ensures superior sweat absorption and clotrimazole, one of the best-in-class anti-fungal, helps treat infection & prevents its recurrence. The new packaging design, with an angular dispensing nozzle, enhances consumer experience through targeted application. The new pack makes it easier to apply the product on difficult to reach areas thereby reducing wastage. The product is available in 100 g & 50 g packaging.

Commenting on the development, Vidhi Salgaocar, Head, Consumer Healthcare, Sun Pharma said, “We are excited to offer consumers the Brand of Choice by dermatologists – ABZORB.  Fungal infections are a common occurrence and are often left untreated because of the associated social stigma. The intent of the 360⁰ marketing campaign is to raise consumer awareness regarding fungal infections and empower them to treat the infection and lead a healthier life. ”

The new campaign by Lowe Lintas, Mumbai uses an interesting character to convey the brand message, “You are not yourself when itch strikes you” or “Jab khujli sataye aap aap na reh payien.” Consumer research has shown that most people are uncomfortable discussing fungal infections (especially itching) with anyone (not even with their doctors sometimes). They will suffer incessant itching, irritation, pain and burning silently. Itch attacks cause a lot of embarrassment especially in the middle of a meeting or any other occasions. The sensation to itch is severe and impossible to control. The new TVC conveys the message in an interesting & engaging way and explains the product’s functionality.

Madhu Noorani, President, Lowe Lintas, adds “We met a lot of sufferers who told us how, when an itch comes, it takes over everything… it doesn’t matter whether you are at work, out with

family or friends, riding a bike, or driving a car, whether you are on the sports field, at a meeting, or even at that all important date… all you can think of is running to the washroom to scratch in private and get relief. That's where we got the idea of ‘Jab khujali sataye, aap aap na rehe paye’, where through a visual dramatization we create empathy around how an itch brings out a ‘paagal’ beast in you…  and are able to talk about this seemingly taboo conversation in a direct yet charming way. The sign off ‘Khujali nahin, Abzorb karo’ is a short sticky way to make this a daily habit and keep the problem and brand intrinsic to the ad.”

The anti-fungal powder category is estimated to be over Rs. 100 crore in India (IMS MAT August 2017) and ABZORB is a key player in the segment. Inconsistent weather conditions with increasing instances of high temperatures and unexpected rain has increased the incidence of fungal infections, with the category growing at over 15% every year.

* SMSRC MAT August 2017