Campaign pushes ORS use

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In the last two years, the awareness of Oral Rehydration Salts (ORS) for children suffering from dehydration has increased substantially in north India.

The overall market for ORS, in terms of sales, has grown by 28 per cent during this period, claims Rita Leavell, India representative of Commercial Market Strategies (CMS).

The CMS project on reproductive and child health in India is being funded by the United States Agency for International Development (USAID).

CMS, operational in India for the last six years, roped in six pharmaceuticals companies "" CFL, FDC, Merck, Shreya Life Sciences, TTK Healthcare and Wallace Pharmaceuticals "" to promote the use of ORS in eight Hindi-speaking states.

"A tracking study showed that sales of ORS brands from these companies grew by 63 per cent," claims Leavell.

Encouraged by the response, CMS is ready with two new television commercials. Created by McCann Erickson, it will be aired on Doordarshan and other TV channels next month.

CMS had a budget of Rs 7 crore to promote ORS which includes mass media as well as ground promotions. To push the use of the World Health Organisation recommended ORS, CMS is planning a door-to-door campaign where it will contact 2 lakh mothers of children under five years of age.

Last year, it touched base with 70,000 mothers. "The key is not to promote one brand "" but to grow the entire market. The real winner should be meeting the health objective," says Leavell.

Next month, the company is also launching its TV commercial for condoms to promote family planning. The budget for the project is also Rs 7 crore.

Six years ago, CMS started its health related project in India with the launch of its campaign on the low-dose oral contraceptive pill.

The campaign, with the tagline "Goli Ke Hamjoli" was hugely successful with the commercial oral contraceptive brands witnessing a 175 per cent surge in sales value.