In its mission to promote wellness, UK-based Vitabiotics recently launched its brand Wellman in the Indian market. Wellman, a vitamins and minerals health supplement for men, helps support men’s health. Wellman is a designed scientific mix by Vitabiotics, with the aim of providing the right nutrient balance, to support both physical as well as mental health.
Wellman is endorsed by cricketer Virat Kohli, known for his batting accolades and dedication to fitness.
In India, the launch of Vitabiotics is spearheaded by Sandeep Ajgaonkar, Head of OTC Marketing, Meyer Vitabiotics, with guidance and infusion of global experience from Rohit Shelatkar, VP, Vitabiotics London.
Boutique ad agency, The Bougainvillea Co., has bagged the concept, communication, creative and digital strategy while the Green Bark Consulting Co. brought to the table the right mix for the go-to-market strategy through activation and sales to launch Wellman in the Indian market. Judy Patange, Creative Director of The Bougainvillea Co. and Amitabha Gangopadhyay, Director of Green Bark Consulting, together came up with the communication strategy which aptly summarised Wellman by its tagline ‘Stay Fit. Be Sharp’.
The launch was strengthened by media agency Publicis Beehive which crafted and executed media planning and the out-of-home strategy. The TVC ad campaign created by Cornerstone Media featuring Kohli brought out the essence of wellness in the celebrity’s life; endorsing his experience with Wellman.
Sandeep Ajgaonkar said, “Finally, a product such as Wellman aims at not only enhancing the mental and physical wellbeing of people in this country, but also lays the foundation for emphasis on health as the backbone of a fast growing economy. This is precisely why it’s important for a niche and high-quality product such as Wellman to reach as many people as possible.”
Amitabha Gangopadhyay said, “Wellman will create a new mind space, driving a balance of aspiration with health.”
Judy Patange said, “We aspire to reach our TG through all communication platforms by simplifying the science of proactive health.”