Advertising & Branding: Himani Fast Relief "Jeeta Cheetah" : Super Fast Cheetah Formula

Saturday, September 22, 2012

Himani Fast Relief "Jeeta Cheetah" : Super Fast Cheetah Formula

Today, many brands are being taken re-position / re-introduced in marker as consumer’s demands & behavior is also being changed day by day. The motto is that brands desire to cover huge market share, cover untapped market or develop strong brand identity.

Within 3-4 years, many brands have been re-introduced in Indian Market, brands such as (1) Micromax mobile (Changed Logo), (2) Videocon (Changed corporate identity), (3) Life Ok GEC Channel (Changed name from Star One channel), (4) Airtel (Bharti Enterprise group of brand, changed logo & targeting more on youth), (5) Mastii Music Channel (A Sri Adhikari Brother;s channel, changed the color of Logo), (6) Big Bazaar (A giant hyper market & Brand of Future group, changed the logo), (7) Iodex (Pain Relief ointment, changed the logo & packaging), (8) Canara Bank, Bank of India & Ban of Baroda (Changed Logo), (9) Star Group GEC channel including Star Plus, Star Gold have been changed logo, tag line, (10) Vicks (P & G brand, changed packaging), (11) Crocin Advance tablet (a brand of GlaxoSmithKline – changed packaging, reformulation with fast absorbtion), (12) Coca Cola (Changed tagline), (13) Zee Entertainment Enterprise (Essel group, changed logo with tagline), even though social media like G+, Facebook & Twitter have been made changed, come out with new look as well as Yahoo & Gmail too introduced new look etc.

Still many brands are remaining & it will be coming soon.

Recently, Himani Fast Relief (pain relief brand), a brand of Emami Group, has been re-launched in market with new packaging, reformulation, new pack size, new tagline, changed color of logo which is being endorsed by total 6 Brand Ambassador together.

Total Pain Relief market: - Estimated 350 Crore (INR) in India.

Major Market Players: - Ranbaxy Volini Gel, Himani Fast Relief (Emami Group), Moov (Ex- brand of Paras Pharma, now handled by Reckitt Benckiser), Iodex (GlaxoSmithKline) & many others local are available in market.

All major brands are targeting “Instant Relief from pain” either joint pain, sprain, headache, backache. All brands are made from active ayurvedic ingredients except Ranbaxy Volini.

Brand Analysis:-

Himani Fast Relief: - Recently, TVC has released with new punch line “Jeeta Cheetah (Won Leopard)”. Brand has been reintroduced in market along with reformulation of ayurvedic & herbs which penetrate deeply inside the skin & gives instant relief from pain. Fast Relief brand is being endorsing by 5 Indian Sports Star such as Saina Nehwal (Badminton champion), Gautam Gambhir (Indian Cricketer), Vijender Singh (Boxing Champion), Mary Com (Boxing Star) and Sushil Kumar (Wrestler champion) along with Bollywood Star Shree Amitabh Bachchan. Shree Amitabh Bachchan is already being promoting Himani Fast Relief since many years.

What made change in brand: - New Packaging, New Size, change the colors of Logo and tagline, Target market. Brand is promoting as “Fast Relief” instead of “Himani Fast Relief”. The name”Himani” has been removed & it is being taking reposition as “Fast Relief”.

Price & Packing Strategy: - Small pack is also available in 4 ml Sachet MRP Rs. 10 (INR) & 1.7 ml Sachet MRP Rs. 2 (INR).

Previous Tagline: - “Dard Mitaye Chutki Mein (Instant Relive from pain) which was promoting by Shree Amitabh Bachchan. Now, it is “Dard Mitaye Super Fast (Pain Relief Super Fast).

New Tagline: - “Superfast Cheetah Formula which is endorsing by total 6 brand celebrities is including Shree Amitabh Bachchan.

Advertisement Link of Himani Fast Relief:-

http://www.youtube.com/watch?v=CgtiMOal784 (Old Tagline advt.)

http://www.youtube.com/watch?feature=endscreen&v=oYCHwr1r8n4&NR=1 (Old Tagline advt.)

http://www.youtube.com/watch?v=dqn8cwNF2yw (New tagline – cricket)

http://www.youtube.com/watch?v=T8cLhpreJBY (New tagline – boxing)

http://www.youtube.com/watch?v=L2kOZI5I5WY (New tagline – badminton)

Target Market: - Fast Relied is targeting now on youth. Before, it was targeting overall mass consumers. But, new Fast Relief is especially targeting to youth segment and that’s why brand has hired legend youth celebrity.

Whereas brand Moov is targeting to female & Moov is specialist for Backache pain. Every TVC are targeting to married woman (Age group 30-40 years) who are facing backache pain. Moov is also having ayurvedic ingredients.

Iodex (GlaxoSmithKline)

Brand Ranbaxy Volini Gel is having allopathic ingredients & before it was considering as Dr. Prescription (Ethical Division) product. But, now a day it is considering as O.T.C. product. New TVC has been released a month ago which is being endorsed by Bollywood Star Sonali Bendre, she is promoting brand as expert for pain, as well Doctor is also conveying message the major Doctors having trust on Ranbaxy Volini. It has also shown core competency of brand, it is made from “Nanogel Formula” which helps to quick absorb inside the skin & instant relief from pain along with long lasting effect.