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

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Moov

Pain balms in the Indian context have been around for several decades. Iodex and Amrutanjan were well-known brands till the early 1980s (see the chapter on Iodex for more details). The idea of advertising pain balms is to raise the involvement levels of consumers. Involvement is the degree of personal relevance with respect to consumer’s perception (Schiffman, Wisenblit, & Ramesh Kumar, 2019). Pain balms are generally used infrequently and hence they are not advertised in the same manner as other fast-moving consumer goods. However, with changes in lifestyle, brands of pain balms started advertising in the media.

During the mid-1980s, the brand Moov, based on research, positioned itself as a ‘backache specialist’. This was a time when ...