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Vicks Celebrates 50th Year in India

Hyderabad, October 23, 2002

India's No. 1 Cough & Cold Brand Rewards Consumers with Dual Golden Jubilee Offers

India's number one cough and cold brand - Vicks - today celebrated its 50th Year in India and launched Dual Golden Jubilee Offers to reward Indian consumers for 50 Years of trust and loyalty. The first is a Free Vicks Inhaler worth Rs. 25 with every purchase of a 50gm Vicks VapoRub Jar (free gift worth 40% of the price of Vicks VapoRub), and the second is a 30gm Vicks VapoRub Jar at the current price of a 25gms jar, providing 20% Vicks VapoRub FREE. Vicks VapoRub provides quick, multi-symptom relief from the six symptoms of cold, namely - blocked nose, cough, body ache, headache, muscle-stiffness and breathing difficulty, and Vicks Inhaler provides instant relief from a blocked and stuffy nose.

Mr. Bharat V. Patel, Chairman, Procter & Gamble Hygiene and Health Care Ltd said, "Consumers have rewarded Vicks with sales of over Rs. 170 crs. annually making it the biggest health care brand in India. In turn, to reward our consumers and celebrate Vicks' 50th Anniversary in India, we are thrilled to provide consumers with this Golden Jubilee Offer. Vicks has come a long way from being just a cold rub brand to offering a basket of cough and cold relief products. And Vicks will continue its commitment to be the leading brand in providing superior cold relief products to consumers in the years to come."

The Story of the Vicks brand in India began in 1952 with the launch of Vicks VapoRub, to help mothers provide the best cough and cold relief to their children. Vicks VapoRub created and has led the cold rub segment till today. In 1965, Vicks pioneered the farming of Mentha Arvensis in India, and the manufacture of Menthol, which is the key active ingredient in all Vicks products and because of which today, India is the largest exporter of menthol in the world. This was followed by the launch of Vicks Inhaler - the first inhaler product in India in 1966, to provide instant relief for a blocked and stuffy nose. The next product launched in 1966 was Vicks Cough Drops, to relieve cough and minor throat irritations. Following Cough Drops, the Vicks line was extended with launch of the multi action colds caplet for Adults - Vicks Action 500 in 1978, to provide dual relief from headaches and blocked noses as opposed to prevalent consumer habit of taking headache tablets to treat colds. Today, Vicks Action 500 is not just the market leader in India but is the only successful multi-symptom cold tablet sold by P&G worldwide. The 1980s also saw the launch of memorable heart-tugging advertising, some of which were - the 'Happy Birthday Mummy' and 'Touch Therapy' campaigns for Vicks VapoRub, the 'Khich Khich Dooor Karo' ad for Vicks Cough Drops, the 'Ha Bhai Ha' ad for Vicks Action 500.

Mrs. World Aditi Govitrikar, a Doctor by qualification and a mother herself who was present with her daughter Kiara to launch the Golden Jubilee Offers said, "Mothers like me find that our children suffer from many symptoms at one time when they have a cold. Young children are unable to express all of their symptoms, leaving us mothers worried and confused. We mothers want one product that will take care of all our child's cold symptoms and as a doctor I believe that New Improved Vicks VapoRub is one such medicine that provides relief from all the major colds symptoms such as a stuffy blocked nose, headache and bodyache and coughs. My mother used Vicks VapoRub on me when I was a child, and today I use it on my daughter Kiara."

In Consumer Research conducted by market research firm NFO-MBL (National Family Opinion - Market Bureau Ltd.) consumers rated New Improved Vicks VapoRub high on parameters such as 'Fast Relief' and 'Long-Lasting Relief', and confirmed its key product attributes of 'Less Greasy' and 'Smells better'. Almost 80% of the respondents rated New Improved Vicks VapoRub as 'Better than any Cold Rub Ever Used'.

Mr. Bharat Patel added, "We don't sell Vicks VapoRub, we sell mother's love. The Vicks portfolio caters to different consumer needs and Vicks has become an integral part of every home and family in India. The consumer-brand relationship has been built over many years of trust and care and Vicks has lived up to its promise of a superior quality cough and cold relief product that consumers can enjoy for another fifty years and many more, to come. Vicks will last as long as Mother's love lasts."

Vicks is the #1 cough and cold brand in India and Vicks VapoRub is India's #1 cold rub. Procter & Gamble Hygiene & Health Care Limited markets the Vicks range of Health Care products in India and has in its portfolio: Vicks VapoRub, Vicks Action 500+, Vicks Cough Drops and Vicks Inhaler as well as the Whisper range of Feminine Care products.

Press Release: Solus Media, Hyderabad

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