With self-care products, Bayer India aims to reach 100 mn households in 5 yrs: Ritu Mittal

Global pharmaceutical company Bayer recently made a push for adding multivitamins to one’s diet for better immunity. The Consumer Health division of Bayer recently launched Supradyn Immuno+, a daily immunity booster, and to support the launch, also rolled out a new campaign, which spreads awareness about how adding a multivitamin to our diet can help unlock daily and long-term immunity needs.

In conversation with Adgully, Ritu Mittal, Head of Marketing and Digital at Bayer India, speaks about the growing awareness amongst consumers regarding better healthcare and how this is offering a tremendous opportunity for companies to up their ante, adding multivitamins to one’s diet for better immunity, the marketing and campaign strategy for immunity booster Supradyn Immuno+, and more.

What is the need for a product like Supradyn Immuno+ in the market, and what was the execution plan for this campaign?

Supradyn Immuno+ is a multivitamin supplement. India’s multivitamin supplement adoption is quite low when compared to industrialised economies like the US, where about 1 in 3 individuals take them daily. In India, the number is even less than 1 in 5. We often neglect our health requisites till the situation worsens. However, as an impact of the pandemic, there was a paradigm shift in consumer behaviour.

The concept of Supradyn Immuno+ and the product lies on the same insight. Consumers nowadays are taking ownership of their health and searching for the greatest healthcare options available. The foundation of good health is a healthy diet. Consumers are looking for a health supplement that combines the power of nutrition with spice, according to the poll we conducted in 2021. That helped us in coming up with Supradyn Immuno, which combines Tulsi and Turmeric and a few nutrients like Vitamin C, E, and B. Our motive was not only to make these supplements available for the consumers, but also to educate them so that they can make their own choices regarding the supplements.

What is the media mix strategy for this campaign?

We are following a media mix strategy that is strongly focused on Digital. Currently, we are using TV spots and digital ads across online and offline platforms, YouTube ads, Google Search, and Facebook to promote the campaign. The strategy is to reach more Indian women on a constant basis so that we can make it an everyday essential in their lives.

As the ‘chief medical officers’ of their homes, women influence others from their families when introducing any edible thing to them.

How did you see the COVID-19 pandemic causing consumers to reset their focus, making immunity a key for every household?

The pandemic has brought about a paradigm shift in consumer behavior. As a result, healthcare has become crucial for an individual to achieve a better immunity system. Nowadays, consumers are taking responsibility for their health and are looking for the best healthcare solutions. This shift in consumer behaviour has proven effective for the brands’ and consumers’ lifestyles. With the emphasis on improving their health, people have started looking for supplements to boost their immunity. Henceforth, we came up with Supradyn Immuno+ to educate the consumers and cater to their commitment to a healthy lifestyle by introducing it into their diets.

How did you come up with the idea of adding this multivitamin to people’s regular diet? What was the scenario that made you work on this campaign?

We recently conducted a doctors’ consensus from the consumer health of Bayer India, and the result showed that more than 2 billion people are suffering from micronutrient deficiency problems worldwide, and half of them are living in India. The consensus pointed out the developing issue in India, which is caused by issues relating to lifestyle. Our mission is to provide consumers with science-based solutions in India, and we recognise the importance of educating the public and providing them with improved products that will naturally and scientifically strengthen their immunity systems.

Given the growing focus on personal healthcare, several players are entering this field, even as the existing brands are fortifying their presence. What are your strategic plans to counter the competition?

We want to use a digitally-focused strategy to propel our growth. Our objective is to make the most of our portfolio in both urban and rural markets, with an emphasis on enhancing accessibility and raising knowledge of self-care. With our self-care products, Bayer Consumer Health Division in India hopes to reach 100 million households over the next five years.

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