Strepsils goes Sa Re Ga Ma……
and Saregama joined hands over music co-branding deal to produce a series of
music albums to promote old hindi film music. The album was sung by some of
the best voices in the country under the title Strepsils Pure Voices.
A twin-album will be released every month for the next twelve months, making
it the largest music co-branding deal in the country purely in terms of number
of albums released in a year. Each Strepsils Pure Voices album would
feature old hindi film songs and and is centered around an artiste, a theme
or a mood. In line with this, the series is being launched with two twin-albums
Asha-Kishore Unremixed and Rimjhim Unremixed. Actress Diya Mirza inaugurated
the Strepsils pure voice album at the club.
The best way to drive association
with voice is with the best voices in the country, from Kishore Kumar
and Asha Bhonsle to Lata Mangeshka, says, Devendra Shinde, Marketing
Manage of Boots Pirama
The tie-up between Saregama and Strepsils is a good sign in
the marketing sector. Strepsils, right from its launch in India 42 years back
promoted on the platform of voice, based on the consumer insight that a clear
throat leads to a clear voice. Devendra Shinde, Marketing Manager, Boots Piramal
said, The best way to drive association with voice is with the best voices
in the country, from Kishore Kumar and Asha Bhonsle to Lata Mangeshkar. And
with this brief, there is no one better to tie up with than Saregama HMV.
The added advantage is that Strepsils gets on-the ground visibility in 20,000
music outlets across the country.
In return, Strepsils will promote the series through its network of over 1,50,000
chemist outlets, thus multiplying the regular on-ground visibility ten-fold
in one go. Besides this, it helps greatly to have two pockets available to double
the promotion spends on the album. The promotion was designed to work well for
both partners, to drive Strepsils brand imagery and to drive the sales of the
album. Due to these combined pockets, the albums would be promoted heavily on
television, radio and on-the-ground activities.