Botox India Campaign: Innovative use of PR

1. Botox India
Campaign
A case study by

2. BRAND CHALLENGES
• The flagship brand of Allergan (NYSE:AGN) Botox® was
frequently hogging the headlines for all wrong reasons.
• The negative stories tickling in about the product were
outcome of rampant misconception among people who
were considering Botox® synonymous to any face related
cosmetic treatments.
• Side-effects caused by spurious Chinese/Korean
botulinium toxin and those caused due to faulty
administration by untrained doctors were also being
attributed to Brand Botox®

3. PR Objective
 Managing the bad press about Botox® where it is
being mentioned wrongly due to lack of awareness
and misconception.
 Positioning Botox® as highly effective and safe
beauty procedure.
 Educating consumers about the importance of
consulting trained and experienced doctors for safe
Botox® administration.
 Highlighting various therapeutic usage of Botox®.
 Creating a new market for beauty-fillers.

4. Creative Solution
 Botox was positioned as “Healthy Beauty Treatment” & “Lunch
Time” beauty procedure to highlight its safety and convenience.
 Highlighting the humane side of Botox by underlining its use for
treating severe medical conditions such as Cerebral Palsy,
Movement disorders, spasticity, migraine and many more.
 Positioning Botox as equally beneficial and popular among men.
Associating Botox with all major occasions when people pay extra
attention on their looks.
 One-on-one relationship building meetings with all healthcare
editors/writers, sharing right information about Botox.
 A group of important doctors formed to educate people about
safety and effectiveness of non-surgical cosmetic procedures.
 Media Education conclave were held with participation from all top
publications.
 Celebrities were roped in for endorsement.

5. Result
 Over 1000 stories on Botox®, Juvederm™ and benefits of
non-surgical cosmetic procedure were generated.
 Multi-format campaign that included SEC-A, A+
newspapers, magazines, TV channels and on-line portals.
 Regular coverage were ensured in leading publications like
Times of India, Hindustan Times, India Today, Outlook,
Cosmopolitan, Vogue, The Hindu, Mid Day, Deccan
Chronicle, Headlines Today, NDTV among several others.
 Increased Sales and acceptability.
 Botox market leader in injectable cosmetic treatments.

6. Media Mindshare
SNAPSHOTS OF WORK

21. Thanks