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

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Iodex

Iodex, the brand of pain balm has been in the Indian context for almost the last century (GSK, 2018). Iodex has always taken the position of a generalist pain balm that would be useful for any kind of ache. In fact, Iodex was almost synonymous with the category of pain balms till the brand Moov entered the market. The initial offering of Iodex used to be in a glass bottle and subsequently the formulation changed into an Ayurvedic one. Iodex also offers the variant ultra gel that is based on a non-Ayurvedic formula (Pinto, 2014).

Iodex had grown by word of mouth, as well as by its presence in several pharmaceutical retail outlets before it had expanded its reach. In recent times, Iodex advertised its brand with associations of a housewife ...