MINTOP – DR.REDDY’S

Brand Problem :
Mintop, from the house of Dr. Reddy’s, is a leading brand for therapeutic management of Androgenic Alopecia, known for its ability for hair loss prevention. Unable to break the serious doctor –only prescription category and to become a friendly OTC.

Challenge :
To leverage the current brand equity and make Mintop consumer-facing through directly via shelf and digital medium.

Our Approach:
Analyzing attitudes towards male balding pattern and target untapped base of young consumers through early ado.
Brand Strategy Positioning :“Outfit for your happiness”(genuine smile, gesture of connection).

Result :
A rejuvenated brand positioning and a robust digital presence led to an overall 19 % jump in the product enquiry via online medium and searches.

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