This document outlines a PR campaign for Botox in India. The campaign aimed to address negative press about Botox and position it as a safe and effective beauty treatment. Key elements of the creative solution included positioning Botox as a "healthy beauty treatment" and "lunch time" procedure, highlighting its medical uses, educating the public about safety, and enlisting doctors and celebrities to endorse it. The result was over 1000 positive stories generated across various media platforms, increased sales and market leadership for Botox in cosmetic treatments.

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