Paras Pharma joins hand with Radio Mirchi

Paras Pharmaceuticals popularly known as Paras Pharma - is among India's leading health and personal care companies, as well as one of its biggest advertisers.

The campaign planning is done on the basis of inputs on radio effectiveness for various brands in the fast moving consumer goods (FMCG) industry.

Paras Pharma has targeted at SEC A/B 25+ affluent, urban male working class of the population. As they are prone to problems of neck and shoulder pain due to bad posture, high stress levels at work and continuous desk-related work.

Paras Pharma has initiated structured radio buying for the first time for their product "Moov Neck & Shoulders'.

When asked about the structured radio buying concept with the Cluster Head, Radio Mirchi Gujarat, Vinay Prashant, he said, "Paras Pharma for the first time has bought a network of stations for one brand campaign. This planning and buying was done by them on the basis of research data such as RAM, IRS and feedback from the trade."

He added, "Humour works brilliantly on radio. It is a medium which thrives on emotions and creates an easy platform for the brand to connect with the listeners and hence, there is an importance of well-produced creative in radio medium. The spots were created by the agency for Moov Neck & Shoulders."

When asked, Manager (media), Paras Pharma, Nishant Nair that how they viewed radio as a medium in their media plans, he said, "Radio will play big role for us in the future. We have already started involving this medium in our media plans. This is a medium, which is heard by our target audience, so it's very suitable to us."

And, when asked about the deal with Radio Mirch, Nair said, "The buying was done on the basis of RAM data, which was available for Mumbai, Delhi, Bangalore and Kolkata markets and six other cities. In all, there were 10 cities in which Mirchi was taken, along with the No. 2 player that figured in data. Thus, Paras Pharma has tied up with 20 stations."