Roles & Responsibilities - Alkem Labs

At Alkem Laboratories, I worked as Sr. Brand Manager and Handled marketing activities of OTC portfolio including brands Playgard & Livoerb. Following are the details of the work done:

• Worked on NPD projects for brands Playgard Condoms, Playgard Tablets, Livoerb-SF, Livoerb- Capsules & UncleCool Ginger.
• Launched Playgard condoms in 4 textures, 12 flavors & 23 SKUs in domestic market.
• Conceptualized and developed communication for Brand Playgard. Established concept “Foreplay” and unique differentiator “Super Dotted” through apt communication.
• Planned and executed 3 large scale media campaigns for brand Playgard in mediums TV, Print, Outdoor & In-Cinema.
• Successfully managed Playgard’s integration in TV show “Bigg Boss 11” where brand’s banner was placed inside the house. Also, suggested tactical integration of brand in all close moment scenes between contestant couples.
• Managed Playgard’s integration in TV reality show “Biking Expedition” as “Pleasure partner”.
• Planned various innovative digital campaigns and online contests/games to increase engagement and organic reach.
• Successfully managed Playgard’s integration in latest Bollywood movie “Badhaai Ho”.
• Placed Playgard in web series “Uff meri Ada”, “Thoughts during Honeymoon” & Bhojpuri movie “Dabbang Sarkaar”.
• Managed various BTL Campaigns to gain share of shelf.
• Conceptualized development of websites of brands Playgard & Livoerb.
• Planned regional media campaign for Livoerb in mediums TV, Cable, Print & Outdoor.
• Revamped packaging of all SKUs of Livoerb syrup and launched its sugar free variant.
• Results
• New Launch Playgard Condoms became 6th largest brand by volume sales in condom category in just 6 months (source: IQVIA)
• Playgard received Best Brand Communication Award from ABP News & Rising Star Award from Power Brands.
• Playgard won Silver award for The Best Social Media Brand 2018 in the Pharmaceutical Sector by Social Samosa.
• Playgard won Gold for “Best Brand integration in a movie” at Brandvid Awards 2019.
• Brand Livoerb registered phenomenal 30% growth in focused target markets.
• Playgard won “Alkem Applaud’18” Best Performing Brand Award from the management.

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