The Client

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Rusan Pharma Ltd. is a fully integrated global pharmaceutical company that specializes in pain management and de-addiction. It is one of the largest and most reputed suppliers of life-saving drugs globally. Since 1994, Rusan has been at the forefront of making Opioid Substitution Treatment (OST) an acceptable form of treatment in India. With a focus on innovation and technology, the company strives to bring superior quality, newer drug delivery systems with high compliance into the Indian market.

The Challenge

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Rusan Pharma initiated two anti-tobacco campaigns — 'Tumbaku Mukt BEST' and '#MyWill2baconil', which was in association with members of IPL team Kings XI Punjab. While the campaigns had a strong message, there was a pressing need to establish credibility since Rusan was not well-known as a pharmaceutical brand amongst the general public because it catered to a niche section of the pharmaceutical and healthcare industry. The deadline to promote both campaigns was also tight with a turnaround time of 45 days.

Our Approach

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In the short span of 45 days we were given, a concentrated effort was made to reach out to the media and educate them about Rusan Pharma and the importance of the work they were doing in the fields of de-addiction and pain management. To further establish brand awareness and credibility, we also facilitated press interactions with the spokesperson of the company. This strategy helped us with the next phase of our campaign, which was to generate publicity for their two anti-tobacco initatives.
Consistent media outreach was key to promote the reveal of the results of ‘Tumbaku Mukt BEST’, a year-long anti-tobacco campaign where Rusan Pharma sensitized BEST employees about the ill effects of tobacco consumption and provided them with 24hr Nicotine Transdermal Patches to help them give up tobacco, on World No Tobacco Day. A similar approach was taken to push the TVC focussed on '#MyWill3baconil', which featured celebrities such as Virendra Sehwag, Wriddhiman Saha, Hashim Amla, Martin Guptil, Axar Patel and Ishant Sharma.

The Result

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We were able to generate a tremendously positive response within the media for both initiatives. We facilitated over 100 coverages across regional and national print publications, online media, television and the radio. These included The Hindu Business Line, Mid-Day, Mumbai Mirror, Dainik Bhaskar, The Pharma Times, The Hindu, Outlook India, Radio Mirchi, Red FM, Zee 24 Taas and Zee News.