This is an advertising campaign planning and brand building strategy for the launch of NOPRIX- a mosquito repellent by GD Pharmaceuticals of the Boroline fame. Only the name and primary components of the product composition have been used as it is, rest of it has been re-imagined and re- planned. Models, product differentiation, ad messages, media planning, public relations strategies have been re-thought out. It is an academic mock campaign planing that stood first among nine other presentations and was appreciated by GD Pharmaceuticals itself.

1. CAMPAIGN
PLANNING
University of Calcutta
Campaign Planning Presentation made to
an independent board of judges.

2. LAUNCHING: BOROLINE’S NOPRIX
Company- GD Pharmaceuticals
Flagship brand- Boroline
Product- NOPRIX
Category- Personal Mosquito
Repellent Spray

3. GD PHARMACEUTICALS
The company was created by Gourmohon Dutta in 1929. The
‘Green Tube’ of Boroline cream was born. Today it has a diverse
range of products like Eleen, Suthol, Glowsoft, Penorub and
Noprix.

4. STATUS OF THE COMPANY
•Net turn over = Rs. 154, 66,78,276
(FY 2016-2017)
•Net worth = Rs. 158,45,55,274
(FY 2016-17) Companies Act, 2013.
•Has 110 crores in cash
•The net profit (2015-16) is 28.2
crores.
•Suthol is growing at a rate of 20%
year-on-year.
•Debt- free company.
60%
30%
10%
Revenue Percentage
Boroline Cream
Suthol
Others

5. WHY LAUNCH NOPRIX?
The FMCG
Sector in India:
•Home Insecticide Market = Rs. 4,500 crores & to be Rs. 5,200
crores by 2020.
• Domestic Mosquito Repellent dominates with 85% share
•Worth Rs.3,200 crores
•Mosquito Repellent market to grow @ CAGR 6.58% (2017-
2021)

6. MOSQUITO REPELLENT MARKET DIVISION
 Market Leaders:
 Coils: Reckitt Benckiser’s- – 33%
 Mats: Godrej Sara Lee’s - 51%
 Vaporizers: SC Johnson’s – – 69%
 Personal Mosquito Repellent – 2.8% of HI category.
 Rs 126 crores. ( Outdoor/Personal Mosquito Repellent
category)

7. WORLD MARKET OVERVIEW
CHINA
=
20%
US=40%
Indonesia=
15%
Argentina
=15%

8. INDIA . . .
85%
15%
Personal Mosquito Repellent Market Share
Dabur's Odomos
Others (Goodknight Fabric Roll-On the only organized player)

9. MARKETING
STRATEGY

10. PRODUCT
Original: Eucalyptus oil/Lemongrass oil
(Mint fresh)
100ml=Rs. 120
30ml= Rs. 50

11. NOPRIX
Noprix is a Personal Mosquito Repellent Spray.
•100% Herbal spray
•No Chemicals
•Safe to spray on- Skin, Clothes, Curtains etc.
•Doesn’t kill mosquitoes like chemical sprays.
•Keeps mosquitoes far away.

12. PERSONALIZATION
 As NOPRIX is declaring on its pack ‘ For best
result use every 2 hours’ (as per experiments it is
3-4 hours), so it is necessary to make it handy and
frequently usable.
 ‘Personal’ mosquito repellent must take care of the
distinct necessities and tastes of all its target
customers.
 Diversification of packaging and subtle value
additions can address the target groups intimately.

13. PEN SPRAY
POCKET/PURSE
PACK9ml= Rs. 30 9ml=Rs. 30

14. BOROLINE’s
NOPRIX +
Premium Pen Spray
(Metallica)
With added Rosemary
extract

15. NOPRIX Victor
Youthful Pocket
Pack with added
natural elements
like Juniper & Tea
tree oil --- for
added freshness
and charm. Stylish
packaging….
20ml=
Rs 40

16. DIVA
NOPRIX
Boroline’s NOPRIX Diva
has natural Jasmine extract
for an exotic fragrance. It also
has UV+ protection secret
herbal formula besides being
a highly effective Mosquito
repellent body spray. It comes
in a stylish matte glass
bottle…
30ml = Rs. 125

18. Mesh like layer inside
nozzle. Can’t spray like
a water gun; only on
self-body, from very
close position,

19. Noprix Roll On… 5ml=Rs 10!
Noprix Roll On….
5mi= Rs 10!

20. PROMOTION MIX

21. BROAD VISION
 The launch will coincide with the Dengue season.
 Till November 2017, as per official figure, Dengue death
toll in West Bengal had risen to 40; 20,500 diagnosed.
 Initial strategy: Harp on Dengue awareness and prevention.
 Then stress on the fact that Mosquito borne diseases like
Dengue and Malaria affect people all the year round.
 Mosquito menace has NO SEASON.
 Then for behavioral change transform message into
NO TOLERANCE TO MOSQUITO BITE (Disease
or not)
 June – Sep (medium rate of Dengue diagnosis)/
Sep-Nov (jumps by up to 30%)

22. DENGUE FREE BENGAL
CAMPAIGN
DENGUE MUKTO BONGO
OBHIJAAN
All promotion related activities will
be under the Umbrella Campaign:
‘Dengue Free Bengal’

23. May-June ( Pre-Monsoon): Face
book/Website/Twitter/ Putting distribution
channels in order/ communication with stockist,
semi stockist, retailer, wholesalers etc.
June- Active Campaign- N.P/ Mag / TV / Radio /
Web
July onwards- Active Social media/ PR/ CSR
campaign under “ Debgue Mukto Bongo Obhijan”
Out-door ads mainly Pre-Puja & during Puja/
Reminder ad category+ Outdoorizers
Nov (Active campaign on Dengue fear ends)---
Light Reminder ads & push for slow Behavioral
Change/ Attitude Correction--- Be INTOLERANT
towards MOSQUITO BITES (main message)

24. ADVERTISING
 Objective: Short term– Awareness/ Present everywhere/ Make
them buy NOPRIX.
 Long term: Building a POWER BRAND/ Creating behavioral changes.
 Moral : Creating a society free from Mosquito-borne diseases.
 Target : Mosquitoes bite EVERYONE/EVERYWHERE. Therefore
our market is PAN- Society.
But, Segments are: WOMEN(mothers)
YOUTH
KIDS
Fathers (as buying decision makers /outdoorizers)
CORE
Semi-Core

25. Lower-middle – Middle – Upper middle
Class (ABC)
3
M/ UM
3
M/ U.M
M/ U.M
3
L/LM
/M

26. MEDIA ( REACH & PENETRATION)
TV– 85.77%
Radio – 16.87%
Print– 53.82%
Digital– 27.66%
Out-door
Housewives/ Men(News)
/Kids (Cartoon)
All age groups- NP/ Magazine-
Streamlined target
Outdoorizers/ Office goers/
Morning-Evening reach
Youth/ Mothers(parenting/medical
websites)
Outdoorizers/ Reminders

27. COMPETITIVE ADVANTAGE
ODOMOS GOODKNIGHT ROLL-ON NOPRIX
Main- Cream
•Not 100% chemical free
(except for Naturals range)
•Sticky
•Smells irritating/ medicine
like. (some ranges)
•Too many types to choose
from– cream/gel/spray etc
(Confuses the buyer)
•Mainly positioned as
product for CHILDREN
under care of mothers
(YOUTH section left out)
Roll-On
•Not 100% herbal
•No body contact; thick
•Smells irritating
•Only on fabric. No body
contact. Q arises: How safe?
•Children (when mother is
not around).. Does it really
work for long? Youth left out.
Spray
•100% Herbal
•Non-sticky/water-like
lightness/ Invisible
mosquito-proof vest!
•Smells of natural herbs–
Eucalyptus & Lemongrass(+
others as per product
diversification)
•One type---SPRAY.—
Body/Fabric/ Curtains etc
•Mothers/ Self-help &
attractive packs for
children/Youth products/
Positioned both as : Indoor
(curtain/ bedsheet
/Kitchen/balcony/garden..)
•Outdoor- 30ml mini/ Victor/
Nopi/ Pen/ Diva/ Roll-
On(L.I.G)

28. PRODUCT IMAGE
 100% HERBAL --- 100% SAFE--- No harmful
chemicals. DOESNOT KILL mosquitoes--- Just
repels them. ( Gentle Giant : Elephant )
 Directly comes from the lap of Mother Nature---
Soothy/Tranquil/Fragrant/ Effective/ Trustworthy
 Protector of ALL---24*7----EVERYWHERE
 NOPI ------- Brand Mascot----Reflects:
Innocence/Warmth/Friendship!
 Saviour from chemical products ---
Coils(respiratory)/ Vaps(Neuro??)
 CONFIDENCE/ CONSUMER TRUST/ PRODUCT
QUALITY of its Flagship Brand --- BOROLINE !

29. PRODUCT PERSONALITY (GENTLE GIANT)
 “Baraa Haati – Boroline, Chhota Haati – Nopi!”
 It’s personality reflects the wisdom and ‘genes’ of
Boroline’s quality & ‘ Customer is GOD’ philosophy
of GD Parmaceuticals
 NOPI--- Elephant: Strength/ Wisdom/ Auspicious!
Small Nopi--- Child of Boroline-Innocence.
 Packaging-- Bottle cap – Leaf/Herbal… Design–
Attractive/Joy.
 Pen Spray/ Premium pen Spray/ Victor – Modern/ Individualistic
 Original bottles--- Mosquito-free fun family time (NO Chemicals)
 Premium: Diva/ Metallica– M-UM Income category
 Roll-on --- (L-LM) + Anybody : NOPRIX treats everyone
impartially --- all have right to live a Dengue- safe healthy life!
 Invisible/ Water-like/ Fragrant/Easy-to-use/ For ALL

30. POSITIONING
 Be HEARD/SEEN---- LOUD & CLEAR
 Want WHOM to HEAR?
 Differentiation--Distinction—Occupation
(Permanent Space in Mind of Targets)
 Packaging / Display / Values / Channels/
Message
 As per the target Market Segment---- Tailor-
Made.

31. LM-M-UM income
Family oriented- N.P/
Women’s/Health Magz.
Men/buying decision
makers: News ch/Np/O
Premium/ M-UM/
Executive
image/ Smart/
Sophisticated/
Personalized…/
Premium Magz
(Unisex + working)
M-UM/ Working
men/women/ STUDENTS/
Smart…easy-to-
use/pocket smart/pocket
friendly!
Np/ Magz/ TV(GEC+News)
Premium/ M-UMC
women/ fashion &
health conscious/
working/independent
/Magz/ Web blogs/ TV
/sites etc.
LM-M-UM/ Kids/ Mothers/ TV/
Kid’s magz/ n.p (special
supplementaries/ POP
danglers etc
LM-M-UM /
Mothers/ TV/
Kid’s magz/
POP Danglers
etc
L- LM-M/
Rural-Semi-
urban/
Posters/OOH/
POP/
Newspapers

32. EVENTS AND EXPERIENCES
 Kiosks in busy parts of city like Railway/ Metro
Station/ Markets/ Malls (for trial)
 Company visit for school kids and mothers– free of
cost--- builds goodwill and confidence due to direct
experience
 Sponsor University / College events, Award shows,
partner at popular fairs etc
 Sports/Festivals/ Art/ Company Museums/ Street
play/ Science exhibition in schools etc

33. BOROLINE’s NOPRIX Dengue-free
Happy Streets partner
NOPRIX BODY
SPRAY= NO
Mosquitoes!

34. PUBLIC RELATIONS
 Corporate Social Responsibility led ‘Dengue- free’
drives.
 Partnering with NGOs/ Municipalities etc to clean
up selected slum areas, mosquito breeding
grounds.
 Giving free samples to poor people/ children
(Involve common citizens by “Share & Care” drive,
where every NOPRIX bought will donate 10% to gift
a free sample to an underprivileged child)
 Press Conference/ Press Kit etc

35. Dengue kills
them as well…
#Share
& Care
Boroline’s
NOPRIX

36. Boroline’s NOPRIX sponsors
DENGUE FREE DUMDUM
CAMPAIGN
Join #DenguefreeDumdum

37. RURAL MARKET OPPORTUNITY
 DENGUE: Aedes egypti breeds in clean stagnant water in
artificial containers.
 Urban disease…. But….
 Plastic containers– Urban to Semi-Urban to Rural areas.
 Increased urbanization
 Unplanned buildings, drainage system (Urban and rural)
 Dengue is Climate sensitive, endemic to Bengal. (Hot, humid,
densely populated areas)
 MALARIA: Killed 24,000 Indians in 2015. West Bengal falls in
the High Risk category. In February 2016, West Bengal was 2nd in
line in terms of number of Malaria deaths – 59. Kolkata, Purulia,
Jalpaiguri are Malaria prone.
 In Rural areas Malaria has always been a killer.

38. RURAL MARKET OPPORTUNITY
 FMCG is the 4th largest sector in Indian economy.
 Household and personal care= 50%
 Rural segment accounts for a revenue share of
60% -- LARGEST contributor to Indian FMCG
sector. (US $29.4 billion, 2016… to US $ 220billion,
2025)
 Urban/Semi Urban = 40%
 Increasing disposable income in both rural and
urban sectors.
 Demand for quality goods. Price is still an issue.
 Therefore NOPRIX Roll-On. (Mainly Rural)

39. RURAL MARKET OPPORTUNITY
 Urban penetration of Home Insecticide sector: 65%
 Rural Penetration of Home Insecticide sector: 15%
 Per capita usage of repellents is still very low: (2010
report)
 Urban -- 16.4%
 Metros – 22.6%
 Rural – 6.9%
 DENGUE+ MALARIA mix (use Village Haats,
Tradiional or Folk Media/ jatras, collaboration with
Panchayats/ NGOs etc, AIR, Doordarshan too)

40. BUDGET

41. BUDGET: NEWSPAPER
Serial
No
Newspa
per
Readers
hip/Circ
ulation
Category June July Aug Sep Oct Nov
1 Ananda
Bazar
Patrika
R-
22,50,00
0
C-
13,71,29
2
G.I,
Daily,Be
ngali
FPJ-2/
HP- 1/
QP- 2
Rs.1,93,
97,769
FPJ-1/
HPJ-1/
HP-
1/QP-2
Rs.
1,65,30,
187
QP-4
Rs. 93,
17,760
HP-
1/QP-3
Rs.1,09,
92,045
FPJ-1/
HP-
1/QP-2
Rs.1,40,
30,187
QP-2
RS.46,58
,880
2 Bartama
n
R-
15,43,00
0/C-
6,78,578
GI/
Bengali/
Daily
FPJ-
1/FP(las
t)-1/ HP-
1/QP-2
Rs.34,59
,690
HP-2/
QP-4
Rs.23,20
,500
HP-1/
QP-3
Rs.
14,72,25
0
QP-2
Rs.
6,24,000
FPJ-1/
HP-1/
QP-2
Rs.
26,10,27
0
QP-2
Rs.
6,24,000
3 Ei Samay R-
5,85,000
C-
2,63,000
GI/Beng
ali/Daily
FPJ-
1/HP-
1/QP-2
Rs.
36,42,97
1
HP-1/
QP-3
Rs.
12,14,90
0
HP-
1/QP-2
Rs.9,66,
500
QP-2
Rs.4,96,
800
FPJ-1/
QP-3
Rs.
34,21,67
1
QP-2
Rs.
4,96,800
4 Uttar
Banga
Sangbad
C-
1,52,885
GI/Beng
ali/Daily
FPJ-
1/HP-
1/QP-2
Rs.33,99
,471
QP-4
Rs
7,77,600
QP-4
Rs
7,77,600
QP-2
Rs3,88,8
00
FPJ-
1/QP-3
Rs.
32,59,67
1
QP-2
Rs.3,88,
800

42. BUDGET NEWSPAPER
Serial
No
Newsp
aper
Categor
y
Reader
ship/Ci
rculatio
n
June July August Septem
ber
Octobe
r
Novem
ber
5 Sangba
d
Protidi
n(Durg
apur)
GI/Ben
gali/Da
ily
C-
90,000
QP-2
Rs1,39,
200
QP-2
Rs1,39,
200
QP-1
Rs69,6
00
QP-1
Rs69,6
00
QP-2
Rs1,39,
200
QP-1
Rs69,6
00
6 Sangba
d
Pratidi
n(Asan
sol)
GI/Ben
gali/Da
ily
C-
90,000
QP-2
Rs1,39,
200
QP-2
Rs1,39,
200
QP-1
Rs69,6
00
QP-1
Rs69,6
00
QP-2
Rs1,39,
200
QP-1
Rs69,6
00
7 Sangba
d
Pratidi
n(Khara
gpur)
GI/Ben
gali/Da
ily
C-
90,000
QP-2
Rs1,39,
200
QP-2
Rs1,39,
200
QP-1
Rs69,6
00
QP-1
Rs69,6
00
QP-2
Rs1,39,
200
QP-1
Rs69,6
00
8 Dainik
Vishwa
mitra
Gi/Hin
di/Dail
y
C-
1,50,00
0
QP-2
Rs.3,02
,400
QP-2
Rs3,02,
400
QP-1
Rs1,51,
200
QP-1
Rs1,51,
200
QP-2
Rs3,02,
400
QP-1
Rs1,51,
200

43. Serial
No
Newsp
aper
Categor
y
Reader
ship/Cir
culatio
n
June July August Septem
ber
Octobe
r
Novem
ber
9 Akhbar
-e-
mashri
q
GI/
Urdu/D
aily
C-
3,60,00
0
QP2
Rs7,20,
000
QP2
Rs7,20,
000
QP-1
Rs3,60,
000
QP-1
Rs3,60,
000
QP-1
Rs3,60,
000
QP-1
Rs3,60,
000
10 Himala
ya
Darpan
GI/Nep
ali/Dail
y
C-
1,59,74
7
QP-2
Rs2,10,
400
QP-2
Rs2,10,
400
QP-1
Rs1,05,
200
QP-1
Rs1,05,
200
QP-1
Rs1,05,
200
QP-1
Rs1,05,
200
11 Telegra
ph
GI/End
/Daily
C-
5,43,95
4
FJ-
1/QP-4
Rs75,62
,871
QP-3
Rs36,64
,800
QP-2
Rs24,43
,200
QP-2
Rs24,43
,200
FJ-
1/HP-
1/QP-2
Rs66,04
,671
QP-1
Rs12,21
,600
12 T2
Metro
Eng/Da
ily/Sup
p/Fashi
on&Life
style
C-
4,63,93
6
HP-1
Rs8,08,
500
HP-
1/QP-
2(1)/1L
Rs23,57
,700
QP-2
Rs9,40,
800
HP-1
Rs8,08,
500
HP-
1/QP-3
Rs22,19
,600
QP-2
Rs9,40,
800
13 Telekid
s
Eng/W
ed/Sup
p/Child
ren
C-
4,30,00
0
FP-1
Rs1,95,
700
HP-
2/QP-2
Rs2,28,
000
QP-4
Rs2,28,
000s
QP-2
Rs1,14,
000
FP-
1/HP-
1/QP-1
Rs3,09,
700
QP-2
Rs1,14,
000

44. Serial
No
Newspa
per
Categor
y
Readers
hip/Circ
ulation
June July August Septem
ber
October Novem
ber
14 TOI GI/Eng/
Daily
C-
2,88,00
0
FJ-1/
QP(1)-
6/HP-2
Rs75,38
,292
QP-
2/HP-2
RS29,10
,150
HP-
1/QP-1
Rs14,55
,075
QP-2
Rs1o,70
,400
FJ-
1/FP3-
1/QP-1
Rs43,63
,853
QP-1
Rs5,35,
200
15 Calcutta
Times
Eng/Dai
ly/F&L/
Supp
C-
2,75,00
0
FJ-
1/QP-2
Rs28,27
,155
HP-
1/QP-4
Rs30,60
,675
QP-4
Rs21,40
,800
QP-2
Rs1o,75
,400
HP-
2/QP-3
Rs34,45
,350
QP-1
Rs5,35,
200
Total Rs5,04,
82,819
3,47,14,
912
2,05,67,
185
1,88,38,
345
4,14,50,
173
1,03,40,
480
Grand
Total
Rs17,
63,93,
914
**Advertisements will be adjusted in supplementary papers like
Robibashorio/Prastuti/Chatusparni/TOI Education Times/ Times
Ascent/Education Times/etc

45. BUDGET: MAGAZINE
Serial
No
Magazine Category Readers
hip/Circu
lation
June July August Septemb
er
October Novemb
er
1 Sananda Bengali/
Fortnight
ly/GI/Pr
emium
C-11,500
R-
3,45,000
DoubleS
pread(DS
)-1/IFC-1
Rs4,46,2
50
FP/IBC
Rs2,85,6
00
FP
HP
Rs2,14,2
00
HP/FP
Rs2,14,2
00
IFC/FP
Rs3,12,3
75
HP/HP
Rs
1,60,650
2 Shaptahik
Bartaman
Beng/W
eekly/C.
A &
News
C-
4,65,000
R-
4,65,000
IFC/DS/I
BC/BC
Rs2,38,8
75
IFC/FP/I
BC/FP
Rs1,80,0
75
FP-FP-
Rs73,500
IFC-FP-
Rs91,875
DS/IFC-
/FP
Rs1,71,8
75
BC/-
/IFC/-
Rs1,13,9
25
3 Unish-Kuri Beng/M
onthly/
F&L/Tee
n Mag
C-40,000
R-
1,20,000
DS
Rs1,71,3
60
BC
1,71,108
FP
85,680
IFC
1,21,275
IFC
1,21,275
FP
85,680
4 Shukhi
Grihokon
Beng/M
onthly/G
I
C-
1,10,000
R-
3,30,000
DS
1,20,540
DS
1,20,540
FP
60,270
IFC
82,871
DS
1,20,540
FP
60,270

46. Seri
al
No
Magazine Category Readers
hip/Circ
ulation
June July August Septemb
er
October Novemb
er
5 Griho
Shobha
Beng/m
onthly/
GI/Wom
en/fashi
on/famil
y/entert
ainment
etc
C-60,000
R-
3,00,000
DS
72,250
DS
72,250
FP
31,500
HP
29,750
IFC
59,500
HP
29,750
6 Desh Beng/fo
rt/CA,Ne
ws/Lit
C-59,000
R-
1,80,000
DS/IFC
2,72,869
DS/FP
2,42,550
FP/IFP
1,92,019
FP/IBC
1,92,019
DS/BC
3,18,549
FP/FP
1,61,700
7 Anandalok Beng/Fo
rt/Celeb
rity/Mo
vies
C-52,000
R-
1,80,000
DS/FP
3,21,300
DS/FP
3,21,300
IFC/FP
2,58,694
FP/FP
2,14,200
BC/IFC
3,65,479
FP/FP
2,14,200
8 Shorir O
Shastho
Beng/M
onthly/
Health &
Fitness
C-52,886
R-
1,60,000
DS
36,750
DS
36,750
IFC
40,425
FP
18,375
BC
44,100
FP
18,375
9 Suchikitsa Beng/M
onthly/
H&F
C-46,000
R-
1,38,000
BC
20,000
IFC
12,000
IFC
12,000
FP
9,600
BC
20,000
FP
9,600
10 Parjatan Beng/M
onthly/t
ravel&To
urism
C-35,000
R-
2,00,000
BC
28,578
FP
14,700
DS
29,400
IFC
25,725
DS
29,400
BC
28,578

47. Serial
No
Magazin
e
Category Readers
hip/Circ
ulation
June July August Septemb
er
October Novemb
er
11 Kishor
Bharti
Beng/M
onthly/J
uvenile/
Teens/C
omics
C-74,000
R-
2,22,000
Back-ga
te-fold
51,000
DS
51,450
IFC
33,075
FP
25,725
BGF
51,000
QP
6,800
12 Ananda
mela
Beng/Bi-
Monthly
/Childre
n/Comic
s/Cross
gender/
age/scie
nce,spor
ts,fiction
C-60,000
R-
1,80,000
DS/BC
2,02,713
IFC/DS
1,73,644
FP/BC
1,51,263
FP/FP
1,02,900
BC/IFC
1,70,557
FP/FP
1,02,900
13 Hyangla Beng/M
onthly/F
ood
C-32,000
R-96,000
BC
1,32,300
IFC
1,10,250
IFC
1,10,250
FP
88,200
BC
1,32,300
FP
88,200
14 Adwitiya Beng/M
onthly/B
eauty&L
ifestyle
C-7000
R-21,000
BC
57,036
IFC
40,425
FP
29,400
IFC
40,425
DS
58,800
FP
29,400
15 Pesha
Probesh
Beng/M
onth/Ed
u/Career
C-77,222
R-
2,91,000
BC
70,000
IFC
56,000
FP
36,750
FP
36,750
FP
36,750
FP
36,750
16 Krishi
Jagoron
Beng/M
onthly/A
gricultur
e&
veter.
C-40,138
R-
1,20,414
BC
48,000
FP
32,000
HP(Horiz
ontal)
17,600
Half
17,600
IPC
41,600
HP
17,600

48. Serial
No
Magazin
e
Category Readers
hip/Circ
ulation
June July August Septemb
er
October Novemb
er
17 India
Today
Eng/We
ekly/CA
&News
C-
(4,85,00
0), WB-
C::2,99,0
00
R-
16,34,00
(India)
Inside
Full
Page-
1,50,000
---- ---- IFP
1,50,000
IFP
1,50,000
----
18 Femina
Femina(
East)*
Eng/Fort
/Fashion
&Lifestyl
e/Wome
n
C-
1,97,570
C*-
12,000
R-
5,92,530
R*-
36,000
FP/Adve
rtorial
4,40,000
DS/FP
5,80,000
FP/---
1,19,000
FP/---
1,19,900
FP/---
1,19,900
FP/---
1,19,900
19 Cosmop[
olitan
Eng/Mo
nthlyF&
L
C-
1,45,000
C*-
Others:2
6,000,F-
80%
R-
4,35,000
FP
(Adverto
rial)
80,000
FP(regul
ar)
80,000
QP
40,000
QP
40,000
FP
40,000
QP
40,000
20 Filmfare Eng/Fort
/Movies
C-
1,87,000
/C*(East
)-22,000
R-
5,60,000
DS/FP
5,55,000
FP/FP
3,60,000
FP/FP
3,60,000
FP/FP
3,60,000
FP/---
1,80,000
FP/---
1,80,000

49. Serial
No
Magazin
e
Category Readers
hip/Circ
ulation
June July August Septemb
er
October Novemb
er
21 Griha
Shobha
Hindi/
Monthl
y/Wom
en/GI
C-
75,000
R-
1,80,00
0
DS
52,700
DS
52,700
FP
28,050
HP
21,250
FP
28,050
HP
21,250
Total 35,67,5
21
29,93,3
42
19,23,0
76
20,02,0
40
25,72,0
50
15,25,5
28
Grand
Total
Rs.
1,45
,83,
557

50. S.N
o
Radio
Channel
June July August September October November
1 Red FM
(93.5)
Hindi-
Bengali/TMA-
1
Total=Rs.
33,30,245
(1week/end June)
High Pitched
•Jingle- (Mon-Fri)
30s*6 spots*5day
Prime Time: (7 am-
12am)+(5pm-
11pm)=Rs31,500
(Sat-Sun): 30*6*2
Non Prime Time
(11am-5pm)=Rs.
26,100
TOTAL=Rs57,600
•RJ Mentions-(M-
F): 4
times*5days(PT)=
Rs 1,20,000
(Sat-Sun)- 3*2(NP)
=Rs 30,000
TOTAL=Rs1,50,000
•Sponsorship Tag-
6*5(PT)=Rs16,500
3*2(NP)=Rs 3,300
TOTAL=Rs 19,800
•Time Check-
4*5(PT)=Rs16,600
3*2(NP)=Rs 4,980
TOTAL=Rs21,580
•Contest-1*3days
Mon-Wed-Fri/evn
=Rs 6,165
GRAND TOTAL=
Rs.2,55,145
Same as
June:
4*2,55,145=
Rs10,20,580
+ Launch 10s
Jingle:
3*5(PT)=Rs
5,700
2*2(PT)=Rs
1,520
TOTAL=
Rs7,220
GRAND
TOTAL:
Rs10,49,460
•Jingle-
(Mon-Fri) PT:
30*4*5=Rs
22,800
10*4*5=Rs
7,600
(Sat-Sun)MP:
30*4*2=Rs
8,400
10*4*2=Rs
2,800
TOTAL=Rs
41,600
•RJM- 4*5
(PT)=Rs
1,20,000
3*2(MP)=Rs
33,000
•Sponsorship
Tags: 2*5=Rs
5,500
3*2=Rs 3,300
•Time Check:
3*5(PT)-Rs
12,450
5*2(MP)=Rs
8,300
•Contest:
1*3days=Rs
6,165
GRAND
TOTAL= Rs
9,21,260
•Jingle-
30*3*5(PT)=
RS 17,100
30*2*2(MP)
=Rs 4,200
10*3*5(PT)=
Rs 5,700
10*2*2(PT)=
Rs 1,520
•Time Check:
3*5=Rs
12,450
4*2=Rs
6,640
•Sponsorship
tag: 2*
5(MP)= Rs
7,770
GRAND
TOTAL=Rs
2,21,520
•Jingle:
30*3*5(PT)=
Rs 17,100
10*4*5(PT)=
Rs 7,600
30*4*2(MP)
=Rs 8,400
10*4*2(MP)
=Rs 2,800
RJM:
•2*5=Rs
60,000
•3*2=Rs
36,000
Time Check:
•3*5=Rs
12,450
Sponsorship
Tag:
2*5=Rs5,500
•1*2=Rs
1,100
Contest:
1*7=Rs
14,385
•GRAND
TOTAL=Rs
6,61,340
•Jingle-
30*3*5(PT)=
RS 17,100
30*2*2(MP)
=Rs 4,200
10*3*5(PT)=
Rs 5,700
10*2*2(PT)=
Rs 1,520
•Time Check:
3*5=Rs
12,450
4*2=Rs
6,640
•Sponsorship
tag: 2*
5(MP)= Rs
7,770
GRAND
TOTAL=Rs
2,21,520

51. S.No Radio Channel June July August September October November
2 Radio
Mirchi
98.3
Hindi/Bengali
TMA- 2
Grand Total =
Rs 36,93,140
•Jingle:
30*6*5(PT
)=Rs 57,600
30*6*2(MP)=R
s 17,640
•RJM:
5*5(PT)=Rs
1,62,500
5*2 (MP)=Rs
60,000
Total=Rs
2,97,740
•Jingle:
30*3*5(MP)
=Rs 22,050
10*3*5(PT)=
Rs 9,600
30*3*2(MP)
=Rs 8,820
10*3*2(MP)
= Rs 2,940
•RJM:
5*7(MP)= Rs
2,10,000
Total=Rs
10,13,640
•Jingle:
30*3*5(MP)
=Rs 22,050
10*3*5(PT)=
Rs 9,600
30*3*2(MP)
=Rs 8,820
10*3*2(MP)
= Rs 2,940
•RJM:
5*7(MP)= Rs
2,10,000
Total=Rs
10,13,640
•Jingle:
•30*3*7(MP
)=Rs 30,870
•10*3*7(PT)
=Rs 13,440
Total= Rs
1,77,240
•Jingle:
30*3*5(MP)
=Rs 22,050
10*3*5(PT)=
Rs 9,600
30*3*2(MP)
=Rs 8,820
10*3*2(MP)
= Rs 2,940
•RJM:
5*7(MP)= Rs
2,10,000
Total=Rs
10,13,640
•Jingle:
•30*3*7(MP
)=Rs 30,870
•10*3*7(PT)
=Rs 13,440
Total= Rs
1,77,240
3 Big FM
92.7
Hindi/Bengali
TMA- 3
Grand Total= Rs
27,41,720
Total= Rs
2,21,120
Rs 7,57,320 Rs 7,57,320 Rs 1,24,320 Rs 7,57,320 Rs 1,24,320
4 Aamar FM
(106.2)
Bengali/ TMA-8
Grand Total=Rs
7,50,160
Total= Rs
34,560
Rs 1,77,120 Rs 1,77,120 Rs 96,880 Rs 1,77,120 Rs 87,360

52. S.No Radio
Channel
June July August Septemb
er
October Novemb
er
5 Fever
104
Hindi/Ben
gali/
TMA- 4
Grand
Total= Rs
10,24,260
Rs 82,100 Rs
2,19,600
Rs
2,19,600
Rs
1,02,480
Rs
2,98,000
Rs
1,02,480
TOTAL=
Rs
1,15,39
,525

53. TELEVISION
Channel Programme Jun--July July-Aug Aug-Sep Sep-Oct Oct-Nov
ABP
Ananda
Reg. News
Grand
Total= Rs
64,80,000
Video Headlines-
Shironaam-18-24
Exp/day With
client Branding &
Logo, (Mon-Sun)
Time Band: 6-24
@Rs 2,700/10sec
M-F: 10spots
10*20*270*5
*4=Rs
10,80,000
Sat-Sun:
12spots
12*20*270*2
*4=Rs
5,18,400
Total=Rs
15,98,400
M-F: 10spots
10*20*270*5
*4=Rs
10,80,000
Sat-Sun:
12spots
12*20*270*2
*4=Rs
5,18,400
Total=Rs
15,98,400
M-F:6
spots=Rs
6,48,000
Sat-Sun: 8
spots= Rs
3,45,600
Total=Rs
9,93,600
M-F:8
spots=Rs
8,64,000
Sat-Sun:10
spots=Rs
4,32,000
Total=Rs
12,96,000
M-F:6
spots=Rs
6,48,000
Sat-Sun: 8
spots= Rs
3,45,600
Total=Rs
9,93,600
24 Ghanta
Reg. News
Grand
Total= Rs
41,58,000
NEWS JUST IN-56
times a day for 5
secs each with
Client 5 secs VO
(Mon-Sun)- 6-24
@Rs 1350/10sec
M-
S:56*5*135*7
*4= Rs
10,58,400
MS:
56*5*135*7*
4= Rs
10,58,400
M-S:
36*5*135*7*
4=Rs
6,80,400
MS:
56*5*135*7*
4= Rs
10,58,400
M-S:
16*5*135*7*
4=Rs
3,02,400
Jalsha
Movies/
Reg
Movies
Grand
Total= Rs
18,09,600
Movies (Sat-Sun)
12-5 @280// 5-12
@300
Sat-Sun:
5*30sec
ad*280*2*4
=Rs3,36,000
5*30*300*2*
4=Rs 3,60,000
Total=Rs
6,96,000
Sun: 5*30sec
ad*280*2*4
=Rs3,36,000
5*30*300*2*
4=Rs 3,60,000
Total=Rs
6,96,000
Sun: 3
3
Rs 2,08,800
Sun: 3
3
Rs 2,08,800
Nil

54. Channel Programme Jun--July July-Aug Aug-Sep Sep-Oct Oct-Nov
Zee Bangla
Cinema
Reg Movies
Grand
Total=Rs
8,82,000
Movies (Sat-
Sun)/ 12-5
@150//5-
12@200
Sat-Sun
5
5
Rs 4,20,000
Sun
5
5
Rs 2,10,000
Sun
3
3
Rs 1,26,000
Sun
3
3
Rs 1,26,000
Nil
Star Jalsha 1.Kusum
Dola / GEC/
Mon-
Sun/@Rs
38,824/10sec
Rs
4,23,95,808
60s
ad+30s+30s
ad
Rs
1,30,44,864
60-30-30
Rs
1,30,44,864
30---30
Rs 65,22,432
30---30
Rs 65,22,432
30
Rs 32,61,216
2. Ke apon k
por
GEC/Mon-
Sun/
@37647/10s
Grand
Total=Rs
4,42,72,872
60-30-60
Rs
1,58,11,740
30-30-30
Rs 94,87,044
30-30
Rs 63,24,696
30-30
Rs 63,24,696
30-30
30-30
Rs 63,24,696
3. Bhaja
Gobindo/GEC
/Mon-
Sun/@32941
/10s
Grand
Total=Rs
2,21,36,352
30-30
Rs 55,34,088
30-30
Rs 55,34,088
30
Rs 27,67,044
30-30
Rs 55,34,088
30
Rs 27,67,044

55. Channel Programme Jun--July July-Aug Aug-Sep Sep-Oct Oct-Nov
4. Rakhi
Bandhan
GEC/ Mon-
Sun/ @ Rs
32941/10s
Grand Total=
Rs
2,21,36,352
30-30
Rs 55,34,088
30-30
Rs 55,34,088
30
Rs 27,67,044
30-30
Rs 55,34,088
30
Rs 27,67,044
Zee Bangla 1. Karunam
oyi Rani
Rashmoni
/GEC/Mo
n-
Sun/@Rs
40,000/10
s
Grand
Total=Rs
3,36,00,0
00
60-30-30
Rs
1,34,40,000
30-30-30
Rs
1,00,80,000
30
Rs 33,60,000
30-30
Rs 67,20,000
30
33,60,000
2.Bhanumatir
Khel/
GEC/Mon-
Sun/@ Rs
36,471
Grand
Total=Rs
3,36,99,204
60-30-30
Rs
1,22,54,256
30-30-30
Rs 91,90,692
30
Rs 30,63,564
30-30
Rs 61,27,128
30
Rs 33,60,000

56. Channel Programme Jun--July July-Aug Aug-Sep Sep-Oct Oct-Nov
3. Sima
Rekha/GEC
/Mon-
Sun/@Rs
35294/10s
Grand Total=
Rs
2,66,82,264
30-30-30
Rs 88,94,088
30-30
Rs 59,29,392
30
Rs 29,64,696
30-30
Rs 59,29,392
30
Rs 29,64,696
4. Saat Bhai
Champa/GEC
/Mon-Sun/ @
Rs 36471/10s
Grand
Total=Rs
2,14,44,948
30-30
Rs 61,27,128
30-30
Rs 61,27,128
30
Rs 30,63,564
30
Rs 30,63,564
30
Rs 30,63,564
GRAND
TOTAL TV=
Rs
25,96,97,40
0
Kids entertainment channels like Cartoon Network/Pogo/Disney/Nickelodeon for
popular shows like Pakram Pakrai, Motu Patlu, Chhota Bheem, Doraemon etc. Some
specifically narrowly targeted ads in national Hindi channels and English channels to
reach the teenagers more effectively. (Very short period/low frequency).

57. TOTAL BUDGET
 Newspaper = Rs. 17,63,93,914
 Magazine = Rs. 1,45,83,557
 Television = Rs. 25,96,97,400
 Radio = Rs. 1,15,39,525
 OOH = Rs. 1crore ( 2 months)
 Digital+ = Rs. 2,77,85,604
TOTAL MEDIA BUDGET = Rs. 50crores (approx)

58. CREATIVE MESSAGES
 Logo-
•Tagline : Spray NO to mosquitoes! (Ekta Moshao
Kamrabe na/ Mosha dhare kachheo gheshbe na)
• Victor: Vanquish the Vector!( Mosha a k voe pae)
•Diva: Healthily fashionable mosquito repellent
spray- “Attracts social butterflies, repels
mosquitoes…”(Sobai chheke dhorbe; mosha chhara)
•Pen Spray: Pen spray your Dengue-free destiny.(Pocket a
rakhun shustho thakun)
•NOPI: Toy that takes care…(Khelna ja kheyal rakhe)
•Roll On- Noprix Roll-On, Mosquitoes Gone!(Mosha tarani
dhonnontori)

59. ADVERTISEMENTS AND MEDIA

62. Enjoy a Dengue fear-free Monsoon
with Boroline’s
NOPRIX mosquito repellent herbal
body spray….
Spray NO to mosquitoes!

63. BOROLINE’s NOPRIX
Mosquito Repellent Body
Spray with Lemon grass
& Eucalyptus oil extracts.
100% HERBAL…
Spray NO to
Mosquitoes!

64. Go sleeveless
with
BOROLINE’S
NOPRIX
Herbal
mosquito
repellent
body spray!

65. Boroline’s NOPRIX
VICTOR
Mosquito repellent
body spray…
VanquishtheVector!

66. Pendown your
Dengue- free destiny
withBoroline’s
NOPRIX

67. Boroline’s NOPRIX
NOPI Pichkoo TOY...
Toy that takes care….
CHOOSE YOUR FAVOURITE NOPRIX

68. This Monsoon.. Let kids
play in the mud & rain…
BUT
DON’T LET
DENGUE
Play with their lives….
BOROLINE’S
NOPRIX
Herbal Mosquito Repellent
Spray
Also available as
NOPI PichkooSpray Toy
Toy that takes care…

69. Boroline’s NOPRIX
NOPI Pichkoo
TOY...
Toy that takes care….

72. Boroline’s
NOPRIX
Nopi
Pichkoo
Spray Toy
A toy that takes care…
Herbal
Mosquito Repellent
Body Spray

74. Spray NO to
mosquitoes with
NOPRIX

75. We’re wiping out Mosquito Breeding grounds in India’s backyards…
Why don’t you clean the ones in yours??
For some Mosquitoes… we have BULLETS.
For others…. Just NOPRIX. For a Dengue-free INDIA !

78. Boroline’s NOPRIX Herbal Mosquito Repellent Body Spray
Thik
ache…
Ebar Kaali tomae
khabo!
Odhom Mosha
taranor…Uttom upae!

82. Noprix
VICTOR
Happy
Dengue-
free
Outdoor
to you!!!

84. RADIO
Radio Jingle 1
Radio Jingle 2
Radio Jingle 3
(Puja Special)

85. TV AD: PRIMARY LAUNCH -
1(LAUNCH)

86. TELEVISION AD 2 (PEN SPRAY)

87. TELEVISION AD 3 (VICTOR)

88. TELEVISION AD 4 (NOPI)

89. DIGITAL
 Set up Facebook page/ Twitter Account/ Informative
and attractive website.
 Display Ads- Baners, Leaders, Skyscrappers etc
 Pop-up ads- Hover/ Floating/ Slide-in ads
 Flash ads, Interstitial ads, Video ads, e-mail ads
 Advertorial on selected websites/ web magazines
and blogs ( Niche marketing)

90. She sucks YOUR BLOOD..in YOUR CAR!!!
Spray Boroline’s NOPRIXon yourself/ in the car…
She won’t get ALL OVER YOU!

91. I’m coming
to give you
my Deadly-
Dengue
Love
BITE!!!

92. Mosquitoes
aren’t
family!
NO
TOLERANCE
to mosquito
violence!
Boroline’s
NOPRIX
herbal body
spray #Noprix

93. O+…
My
favourite….
BUT……
Yours too
will do!!

94. BRAND NOPRIX
 Boroline is already a SUPER Brand & India’s Most
Admired Brand.

95. BRAND
EQUITY
Awareness
Familiarity
Image &
Personality
AssociationAvailability
Preference
Loyalty
POWER BRAND

96. Mr. Debashis Dutta (MD, GD
Pharmaceuticals)
Mrs. Mahashweta Dutta,
(Director, GD Pharmaceuticals)

97. 2029---- 100 Years Celebration of GD Pharmaceuticals &
Boroline! Business Target = To make NOPRIX a Super brand
by 2029…. Moral Target = To make Bengal & India Dengue
free!

98. We would like to thank Mr. Debashis Dutta (MD, GD
Pharmaceuticals), Mrs. Mahashweta Dutta, (Director, GD
Pharmaceuticals) and Mr. Sukalyan Basu ( Marketing Dept.)
for their valuable time and opinion. We are amazed at the
heart warming reception from the Boroline People!
We will be ever grateful to our dear Professor Aloke Kumar Sir
for teaching us all we know , giving us this opportunity to
storm our brains, and for guiding us throughout this task as
our very personal and priceless Consultant!
ACKNOWLEDGEMENT

99. THANK YOU