Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Disprin

Disprin is a brand with which millions of consumers may be familiar. This brand has been a part of the Indian context for the past several decades (Mishra, 2018). Disprin is an over-the-counter remedy for cold, fever and headache. The brand is an analgesic and it is purchased on specific occasions (infrequently) when consumers require it for their ailments. Although the ingredients of the brand may also be available from unfamiliar brands, good branding makes all the difference between generics and branded offerings.

Disprin had an advertising campaign a few years back in the Indian context and had launched a campaign in the year 2018 as well (Mishra, 2018). It was felt that the brand should be positioned for quick relief from headache. ...