"Converge I' aunches four-pronged campaign for its products - Acnes & Oxy

Converge Integrated Media Solutions Pvt. Ltd., has launched a four-pronged, multi-city, brand promotion campaign for Rohto Pharma (India) Pvt. Ltd., a leading consumer healthcare company and subsidiary of Rohto Pharmaceutical Co., Ltd., Osaka, Japan to create a buzz for its two new skin care products ' Mentholatum Acnes, an anti acne formulation (for girls/teenager) and three variants of Oxy range of face wash for Men.

As part of its brand promotion strategy, "Converge I' has rolled-out a four-pronged below-the-line activity targeted towards facilitating the consumer engagement through sampling demos and enhancing the product visibility. The promotion campaign would be executed across Malls, TG hangouts, key markets over a period of two months, creating big buzz and excitement among the TG.

Commenting on the launch of the promotional campaign, Shingo Kuriyama, MD, Rohto Pharma (India) Pvt. Ltd., said: "The fast growing men's skincare segment in India, which grew at about 50% last year, is expected to see sustained growth trend owing to the increasing awareness among men towards beauty. To be relevant for our consumers we need to build significant reach and impact. We see "Converge.I' playing a vital role in devising an aggressive promotional strategy to maximise our outreach, implementing right mix of branding initiatives that will help our two products establish a strong identity."

Akash Verma, CEO & Executive Director "Converge.I' commented, "We are glad to have received the opportunity of scripting the identity for Rohto Pharmaceutical Co. for its Indian venture. The main focus of our promotion strategy would be adoption of innovative techniques to max out the reach to the target customers. The idea behind the campaign is to engage directly with the potential target through various promotional activities and at the same time enhance the product visibility."

Rohto Pharmaceutical Co. Ltd. is a leading global Healthcare Company, specialising in a wide range of products in the Consumer Healthcare business domain. The company has recently launched two new skin care products ' Mentholatum Acnes (for girls/teenagers) and Oxy range of face wash for Men.

Mentholatum Acnes, Japan's No. 1 Acne care brand, which comes with special formulation for youngsters/ teenagers who suffer from acne problem. Oxy is complete men's skin care range available in three variants - Oxy Perfect Wash for oily skin, Oxy Active Wash for Young Men with dry skin, and Oxy Deep Wash for Men who are over exposed to sun, pollution and therefore have tanned skin. Both the products are competitively priced in a range of Rs. 110 to Rs. 160.

In the initial phase, Rohto Pharma (India) Pvt. Ltd, will focus on product distribution through 80 distributors across the country. The products will be available across nearly 6000 retails stores in the country, including some of the leading outlets, such as Dabur New U, Religare, Health and Glow, Apollo Pharmacy, SPAR, Viva, Guardian Pharmacy ,98.4 and Easy Day ' to name a few.

In its first phase, "Converge I'. has started the campaign across malls in five metros which attracted large crowds.