Cinthol MR & DC Influencer Led Program

Cinthol, facing intense competition from Hamam, implemented a DDR (Doctors, Diagnostic Centers, Retail (chemist shops)) centric approach to regain market leadership. The campaign focused on promoting the brand’s medicinal properties and increasing visibility in targeted locations. Through partnerships with clinics and diagnostic centers, Cinthol successfully positioned itself as a health-oriented product and achieved significant market share gains.

Objectives

Regain market leadership from Hamam
Increase brand visibility and awareness
Position Cinthol as a soap with health-related benefits
Target the right customer segment through a DDR-centric approach

Conceptualization

The campaign partnered with clinics and diagnostic centers in Chennai, encouraging doctors to recommend Cinthol to patients. Medical representatives educated doctors about the brand’s benefits and provided incentives with branded merchandise. Reception areas of diagnostic centers were revamped with Cinthol branding, while dealer boards and promotional materials were placed in chemist shops to enhance visibility.

EXECUTION

DC Activity: Revamped reception areas with Cinthol merchandise, including cushions, bookshelves, towels, and promotional materials, to promote its health benefits.
MR Activity: Collaborated with clinics to initiate a doctor’s recommendation program, briefing 2,082 doctors and providing free samples. No monetary incentives were offered to clinics or doctors. Additionally, branded boards were placed in 62 targeted chemist shops.

Results and Impact

Targeted 252 diagnostic centers, 125 clinics, and 62 chemist shops.
Achieved a market share increase of +8%, reaching 16.5% in Tamil Nadu, surpassing Hamam at 16.3%.
The brand experienced a +13% growth compared to the previous year, following a flat performance in prior periods.

Conclusion

Cinthol’s DDR-centric approach successfully regained market leadership, enhancing brand visibility and perception while driving significant sales growth.

New Customers

0 +

Towns Covered

0 +

No. of Retailers Connected

0 +

Total Sales

₹ 0