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SUPERBRANDS 2012

with the brand when it's next needed. There


can be no better testimony than this
consumer faith.
Today, this OTC drug is available across
almost 750,000 outlets comprising 364,000
outlets in urban areas and 385,000 in rural areas
(Source: ACNielsen Retail Audit May 2012).

History

Saridon was discovered in 1933 by Roche in Switzerland. Since then it has undergone several formulation
changes. It came to India in 1969 36 years after its launch. Today, Saridon is India's largest selling analgesic,
accounting for more than 12% of the total market. Remarkably in research studies it has thrown the unusual
figure of 100% awareness and more than 70% trial. In rural areas, too, which account for 45% of all sales,
Saridon holds a commanding presence. In one of the biggest communication roll outs in India, Saridon went
on air simultaneously across 188 stations of All India Radio.
is being reflected in
market research studies
that are conducted
by independent,
autonomous bodies. The
brand, for instance, has
consistently featured
amongst the Top 10
over-the-counter (OTC)
brands in The Economic
Times surveys.
Research studies apart,
the market for a pain
reliever is the theatre of
a war being fought
between tablets and
balms. The market for
balms is three times the
size of the tablet market
(Source: ACNielsen Retail
Audit), with balms also
outspending, in mass
media, their tablet rivals
four or five times. While
this turf war rages, a
competitor older than
any drug continues to
hold its own. Grandma's
remedies come to the
party with solutions that
are as old as the hills
and only slightly less
effective.

Market
Resonating through the decades
from the sixties to the new
millennium, Saridon has carved a
special place in the hearts of
people. Its an association that
goes beyond a solution and
translates into trust and faith in
its purest form.
Everyone at some point has
experienced cephalgia or in the
common man's language, a
headache. Its causes vary from
sinusitis to tension and eye strain to
spondylitis and in extreme cases
from other serious problems.
Thankfully, most causes are benign
and a tablet or a topical application
will usually cure it. However,
because headaches are so common
and their reasons so many that it
was important that they be
classified to aid diagnosis and
treatment.
In 2007, the International
Headache Society, placed headaches
in three categories: primary
headaches, secondary headaches
and cranial neuralgia.
Primary headaches relate to
headaches caused by tension 90%
of all people have suffered or will
suffer from this type of headache
or migraine. Secondary headaches
are caused by an underlying
structural problem in the head or
the neck while cranial neuralgia
describes a group of headaches that
occur because the nerves in the
head and the upper neck become
inflamed.
Over the last five decades
Saridon has been on the forefront of providing
quick and effective relief to headache sufferers.
It's an association which goes beyond a
straightforward solution; it now floats in the
esoteric realm of trust and faith. The reason for
this is simple: Saridon has understood consumer
behaviour and their innate, unspoken needs
when a headache strikes.
The remedial market in India is quite complex
and involves a range of formats such as tablets,
capsules and topical applications like rubs and
balms. The market is further segmented, based
on price and the active ingredient. The large
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Achievements

volume of consumption across gender and


socio-economic strata has necessarily meant
that there is place for local players who
compete with national marketers at the lower
end of the pyramid.
Manufactured by Piramal Healthcare Limited,
under license from F. Hoffman-La Roche of
Switzerland, Saridon has grown at a rate now
into double figures that is currently faster than
the category itself. This simply means that
Saridon is either pulling consumers from other
national brands or the local players are losing
market share to Saridon. In either event, this rise

SARIDON

piramalhealthcare.com

superbrandsindia.com

Saridon is the highest


selling oral analgesic
brand in the country. Its
share had increased to
10.30% in 2008/09 and
has continued to grow
since then. In a market
that has scores of pain
relievers this is an extraordinary achievement.
The key to its success has been the fact that
it has always kept itself relevant, ensuring
availability at an outlet in the vicinity and of
course, by providing quick relief.
In study after study another unusual aspect
has emerged. The brand enjoys an
unprecedented awareness level of 100%, an
exceptional unaided recall, trials at more than
70% and a retention level that exceeds 51%. In
short, this simply means that of the people who
know about it almost three-quarters reach out
for it in times of need and half of those stay

Saridon was a product developed in 1933 by


F Hoffman-La Roche in Switzerland. In its
earliest formulation it contained phenacetin as
its active ingredient. This was later replaced by
acetaminophen, a proven safe and effective drug
that was easier on the stomach than Asprin.
In 1969 36 years after it was launched
Roche brought Saridon to India and continued
to manufacture it until 1996 when, under a
license agreement, the brand was transferred to
the erstwhile Nicholas Piramal now known as
Piramal Enterprises. Over these years, much
research has gone into the original formula for
Saridon. The latest formulation has three active
ingredients prophynezaone, paracetemol and
caffeine which work in tandem to provide
effective pain relief. Prophynezaone is one
of a group of NSAID (non-steroidal antiinflammatory drug) chemicals.
Paracetemol is a slow-acting, long-lasting pain
reliever. Caffeine, on the other hand, is a central
nervous system stimulant which provides mental
alertness. It is the combined action of this
triumvirate that helps Saridon live up to its
promise of Sirf Ek just one tablet is enough.

Product
The mechanism of action for any analgesic is
quite simple. A headache occurs due to the
dilation or constriction of blood vessels in
the head or neck region. This
activates pain receptors,
which take the
message
to the
brain that
there is a
constriction.
This is when
the headache
is felt.
The brain is
the central
command centre
controlling all
activities and
functions of the
body. It can do this
because of a constant
flow of information
that it receives through
the nervous system and
hormones. One of the
carriers is prostaglandins.
These carry pain signals to
the brain. So when a
constriction occurs in blood
vessels of the neck or head
the prostaglandins carry the
message to the brain. If these
carriers weren't there the
message would, in a manner of
speaking, be short-circuited.
When an analgesic is consumed,
the pain reliever works on the
cells by inhibiting the secretion of
prostaglandins; effectively, shutting
off the pain signal.
In the race to quell the riot in the
head, Saridon works most effectively.

It achieves supremacy over


competitors primarily because no
other analgesic in India uses the
formulation Saridon does.

Recent Developments
Nothing else can disrupt a routine
more decisively than a headache.
The throbbing in the head can
leave a person feeling completely
distressed. Saridon has responded
to this widely experienced
consumer problem through an
appropriate communication that
emphasised how Saridon alone
helps quickly bring people back to
being their normal, happy selves.
The new commercial for
Saridon was devised after research
confirmed that there was often a
level of dissatisfaction amongst
balm users. To take advantage of
this finding, the commercial shows
a protagonist so severely affected
that she cannot fulfil even routine
chores. It asks the rational
questions that if pain is internal
why should a solution that is
topical be used.
In its most recent development,
Saridon has introduced a new box
of 5 strips. This was done in order
to help distribution, improve
stocking and better sales
opportunities. This initiative has
also allowed smaller outlets to
stock Saridon with a smaller
investment.

Promotion
Saridon is a product of
mass usage. Mass media
communications is,
therefore, the key for
the promotion of
this brand.
The new pack of 5s
has ensured that
Saridon is kept by most
households especially rural
communities which comprise
over 45% of all sales. As far back
as 2002/03 Saridon had
identified rural India as its new
focus. To exploit this, it
undertook a rural visibility
drive in the five biggest fairs
in North India: Pushkar,
Sonepur, Gwalior, Kumbh
and Nauchandi. This
enabled the brand to
reach out to nearly 60
million rural consumers
a feat that otherwise
would have been
impossible to achieve.
To help further this
advance Saridon has
also undertaken
an extensive
communications
programme on All
India Radio. Its
Akashwani service
that reaches,
amongst other
areas, rural
markets, was
tapped through

188 stations across India for six months during


the 2012 financial year. The results were
immediate. Stocks and sales saw a surge in
volume and helped the brand consolidate its
hold.

Brand Values
Saridon has always occupied the position of the
No. 1 headache specialist in consumer minds.
The related promise of faster relief has been
established through the perceptual values of
'Just one is enough'. Its jingle Sirf ek Saridon aur
Sardard se aaram na rahe pida na rahe dard, bas
ek sirf ek sirf ek Saridon is now indelibly etched
in consumer minds.

Things you didnt know about

Saridon
The volume of Saridon strips sold in a month
when placed on top of one another will soar
55 times higher than Mount Everest
Connected end to end a month's production
would stretch the length of 1810 Titanics
Saridon is available in one of the remotest
places in India. Ziro, in east Arunachal
Pradesh is so distant that the closest
telephone booth is seven kilometres away

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