Roivit

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The Company

Kilitch is a pharmaceutical company with 25 years’ experience. Its intense focus on quality at every step of its manufacturing process has helped it gain a strong reputation as one of India’s leading contract manufacturing company.

Its revolutionary energy booster formula Roivit was recently launched simultaneously in 3 countries – Malawi, Ivory Coast, and Mauritania. The product comes in a tablet form and dissolves in water to make an instant energy drink. The high quality and rigorous testing done around this energy booster make it suitable for all people – right from extreme sports athletes to office professional and housewife.

The Challenge

The India-based company wanted to create an impactful presence post launch in all 3 West African countries for Roivit. The challenge was to create a marketing campaign that is sensitive to the socio-economic demographics of the 3 nations, as well as, appeal to the local culture, traditions, and language, there.

It also needed to convey the message about the universal appeal of the energy booster and captivate the attention of the general public to this exciting new product. It needed the marketing campaign to provide results as outlined in the strategy document prior to the launch.

Our Idea

Looking at the challenge of the marketing campaign to resonate with the larger public, we suggested a unique brand strategy in line with the audience the energy booster was targeting. We came up with the central theme of ‘Always-On’ that formed the foundation of all marketing and promotional materials.

We presented the branding strategy of the promotional materials to hit all 3 markets and all 3 key channels (print, digital, and online). We created Logo design, social media marketing strategy, online strategy, website, and packaging, using the ‘Always-On’ theme.

The Result

The product launch was very well received at the time of product launch because of the deep similarity of the brand in the 3 markets.

It helped the company to consolidate its position in the health and nutrition beverage market in these 3 countries. As an outcome, there was a good visibility of the product on the eve of the launch that provided substantial traction to their brand value post the launch.

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