Novartis India introduces innovative advertising support for its flagship OTC brand Calcium Sandoz


Mumbai, March 31, 2008 – Calcium Sandoz has always been a favourite among growing kids. The thrill of owning a cute "puppy" pack apart, the brand has always been associated with strength, growth and physical abilities. Over the years, the brand has endeared itself to both kids and mothers alike, making it a highly sought after brand in the Over-The-Counter segment.


"Strong bone" supports flyover near Sion

Currently, the brand Calcium Sandoz is not only on the breakfast tables, but has also become a topic of conversation due to the innovative advertising which has taken the brand's visibility literally to new heights. A towering pillar that supports a massive flyover across the Eastern Express highway near Sion, a suburb in Mumbai, has come in handy. The pillar has been camouflaged, and a bone has come up in its place – at quick glance, the flyover seems to be supported by this single bone, and the simple message – STRONG BONES, due to Calcium Sandoz, delivers a high visual impact.



        



Says Vineet Singhal, OTC Business Unit Head at Novartis India, "The Calcium Sandoz brand has grown steadily over the years and we felt it was time to expand its base. We have introduced quite a few variants of the brand and are set to innovate on many fronts. On the communication side, we were keen to move out of the clutter and make our presence felt with a powerful message, so typical of the brand. Our endeavour was to extend the Calcium Sandoz brand association with superior strength. It is common knowledge that bones support the human body framework by holding the weight of the body. By having a giant bone 'support' the flyover, we are trying to make an obvious point! The idea certainly can't go unnoticed, considering its location in a high-traffic zone, with thousands of vehicles going past all day".

Conceptualised and executed by well-known agency Saatchi & Saatchi, the unusual advertising has been making quite a few heads turn in Mumbai. Saatchi looked beyond the usual TVCs and press ads to extend the brand association with superior strength and came up with this creative visualization of the benefits of the brand.

About Calcium Sandoz

Calcium Sandoz is a leading calcium supplement available in several variants including a chewable tablet for children and adults, and a softchew in different flavours. Calcium is needed for the formation of strong bones and healthy teeth. Any decrease in calcium in a person's diet influences the health and strength of bones of that person. The best way to prevent bone disease is to ensure a diet rich in calcium and top it up with a calcium supplement.

About Novartis

Novartis AG provides healthcare solutions that address the evolving needs of patients and societies. Focused solely on growth areas in healthcare, Novartis offers a diversified portfolio to best meet these needs: innovative medicines, cost-saving generic pharmaceuticals, preventive vaccines and diagnostic tools, and consumer health products. Novartis is the only company with leading positions in these areas. In 2007, the Group's continuing operations (excluding divestments in 2007) achieved net sales of USD 38.1 billion and net income of USD 6.5 billion. Approximately USD 6.4 billion was invested in R&D activities throughout the Group. Headquartered in Basel, Switzerland, Novartis Group companies employ approximately 98,200 full-time associates and operate in over 140 countries around the world. For more information, please visit http://www.novartis.com.



Novartis India Corporate Communications

Svetlana Pinto
Novartis, India
Tel :+91-22-24951074
Mobile:+91-9821054884
email: svetlana.pinto@novartis.com

Jerry David
Concept PR
Tel :+91-22-40558919
Mobile:+91-9322501136

Rohan Hegde
Sr. Public Relations Executive
Concept PR
Tel :+91-22-22076321
Mobile:+91-9870123797
email: rohan@conceptpr.com
email: rohanshegde@gmail.com