PVR Revitals moviegoers
Ranbaxy has tied up with PVR Cinemas to give free samples of its best-selling energy pill Revital along with the movie tickets that you buy at any of the latter’s 23 cinema halls across the country.
By Gunjan Pradhan Sinha & Khomba Singh, TNN |
NEW DELHI: The flick may turn out to be a dull drag, but a pharma company will now ensure that you don���t fall off the multiplex seat.
Ranbaxy has tied up with PVR Cinemas to give free samples of its best-selling energy pill Revital along with the movie tickets that you buy at any of the latter���s 23 cinema halls across the country.
Revital, which accounts for 13% of Ranbaxy���s total revenues, is an over-the-counter (OTC) energiser pill sold at Rs 70 for a 10-tablet strip. PVR Cinemas is the country���s largest cinema chain with a footfall of around 15-16 lakh every week.
It is learnt that the two companies have been giving a two-tablet strip of Revital with every ticket at PVR Cinema for about three weeks now.
According to some estimates, Ranbaxy has already distributed about 5-6 lakh strips so far. The tieup is for about a month-and-a-half and is extendible. Under the arrangement, PVR Cinemas gets a fee for marketing Ranbaxy���s drug.
A PVR Cinema source said: ���This is the first brand promotion arrangement with a Pharma company. Most people come to cinema halls to get entertained, to get energised and to relax. This is a perfect platform to promote a revitalising brand.��� However, Ranbaxy officials declined to respond to a query from ET.
The drug is Ranbaxy���s best-selling consumer healthcare brand and rakes in about Rs 19 crore every year or around 13% of the company���s total revenue of around Rs 157 crore from consumer healthcare products. According to Ranbaxy annual report for 2007, Revital has 84% market share (ORG Nov 2007) in India.
Revital is an OTC product, which can be sold without a doctor���s prescription. Revital is a comprehensive daily food supplement that has a balanced combination of vitamins, minerals and ginseng.
According to a senior industry analyst, this is new marketing tool for Ranbaxy. ���Revital is an OTC drug and can also be promoted without a doctor���s advice.
Ranbaxy has tied up with PVR Cinemas to give free samples of its best-selling energy pill Revital along with the movie tickets that you buy at any of the latter���s 23 cinema halls across the country.
Revital, which accounts for 13% of Ranbaxy���s total revenues, is an over-the-counter (OTC) energiser pill sold at Rs 70 for a 10-tablet strip. PVR Cinemas is the country���s largest cinema chain with a footfall of around 15-16 lakh every week.
It is learnt that the two companies have been giving a two-tablet strip of Revital with every ticket at PVR Cinema for about three weeks now.
According to some estimates, Ranbaxy has already distributed about 5-6 lakh strips so far. The tieup is for about a month-and-a-half and is extendible. Under the arrangement, PVR Cinemas gets a fee for marketing Ranbaxy���s drug.
A PVR Cinema source said: ���This is the first brand promotion arrangement with a Pharma company. Most people come to cinema halls to get entertained, to get energised and to relax. This is a perfect platform to promote a revitalising brand.��� However, Ranbaxy officials declined to respond to a query from ET.
ADVERTISEMENT
The drug is Ranbaxy���s best-selling consumer healthcare brand and rakes in about Rs 19 crore every year or around 13% of the company���s total revenue of around Rs 157 crore from consumer healthcare products. According to Ranbaxy annual report for 2007, Revital has 84% market share (ORG Nov 2007) in India.
Revital is an OTC product, which can be sold without a doctor���s prescription. Revital is a comprehensive daily food supplement that has a balanced combination of vitamins, minerals and ginseng.
According to a senior industry analyst, this is new marketing tool for Ranbaxy. ���Revital is an OTC drug and can also be promoted without a doctor���s advice.
Start a SIP with as low as ₹500 with ET Money App!
Download
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
ADVERTISEMENT
