Sun Pharma bets on M.S. Dhoni to boost sales for Revital H1 min read . Updated: 08 Mar 2016, 10:20 PM IST
Firm appoints Dhoni after a consumer survey listed him as a popular choice; campaign to go live during the ICC T20 World Cup
Mumbai: Sun Pharmaceutical Industries Ltd’s global consumer healthcare business is betting big on cricketer M.S. Dhoni to boost sales for Revital H, its health supplement brand. The company appointed the Indian captain as its brand ambassador after a consumer survey listed him as a popular choice.
Dhoni will feature in campaigns for Revital-H, following its recent makeover. This is the first time that the brand has been re-positioned since its launch 25 years ago. The health supplement will now be promoted as a supplement that will help consumer stay “fit and active."
The repositioning of the brand was preceded by comprehensive research to understand changing consumer needs. “The constant need to do more and get maximum out of every sphere of life is what’s driving the increasing preference for health supplements across India. In order to appeal to this emerging lifestyle context as well as the evolving consumption patterns in this category, we are repositioning Revital H for active lifestyles," said Subodh Marwah, business head at Sun Pharma Global Consumer Healthcare.
The new Revital H ad showcases a slice of Dhoni’s life and how Revital H helps him takes on physically demanding and mentally challenging activities easily. The campaign will go live during the ICC T20 World Cup and will be leveraged across traditional as well as new media.
The brand is hoping that the association with the most successful Indian Test cricket captain will help it further strengthen its hold in certain markets such as northern, central and eastern India, and improve its position in others, especially in western and southern India. The vitamin and dietary health supplement market in India is estimated to be ₹ 8,828 crore and growing at 12% with top 10 brands (of which Revital H is a part) in the category contributing almost 48% of the market revenues, according to a statement released by the company.