Integrated Marketing Communication Assignment

GSK’s It’s a new day campaign

The new "It's a new day" marketing campaign from GSK for the TRELEGY brand aims to
draw attention to the brand's distinctive advantages. The once-daily, 3-in-1 medication for
COPD called TRELEGY is meant to be the first and only one. TRELEGY makes it easier to
breathe and strengthens the lungs thanks to its three medications in one inhaler.

GSK discovered through study that COPD patients feel guilty for smoking and for having
brought the burden of the condition into their life. The goal of this campaign is to reach the
patient population and to create awareness of treatment options.
Here the target audience is smokers. This type of marketing is able to make a difference as
the advertisement concentrates on a more promising future rather than the negative
consequences of the sickness. The concentration is on the positive aspects rather than major
advertisements showing coughing and dangerous consequence which ultimately leads to
people not watching these.

Healthy India by Hamdard Laboratories

The brand-new integrated marketing campaign, "Healthy India," was unveiled by Hamdard
Laboratories (Medicine Division). In the middle of the Covid-19 outbreak, Hamdard India's
campaign has placed a strong emphasis on the health and wellness of individuals. The
campaign aims to emphasise Hamdard's dedication to holistic wellbeing and goods that are
useful for preserving good respiratory health and a robust immune system, both of which are
essential in the modern world.
In order to interact with their target consumers as part of an integrated marketing effort,
Hamdard Laboratories will use POSM, print, radio, television, and internet channels as well
as social media. A microsite that records user comments was also built. In order to reach as
many people as possible, the brand partnered with Radio Mirchi for the "India ki Health
Check" programming, which emphasises the need to use respiratory and immunity-boosting
products to keep safe and well throughout the epidemic.
Through this campaign, hope to educate their audiences and assist Indians in keeping track of
their health and wellbeing.

Breathe Free campaign by Cipla

Cipla conducted online advertising campaigns to persuade people with asthma to choose
inhalation therapy and live a life free from limitations.
Breathefree.com (website), Mybreathefree (mobile app), Breathefree (Facebook and Twitter
accounts), and breathefreetv (Youtube channel) are just a few of Cipla's unbranded digital
assets for people with respiratory disorders, such asthma. 
Here the target audience is Asthma patients and encouraging them to use inhalers. On the
website there is a song sung by Amit Trivedi promoting inhalers with tagline “Inhaler sahi
hai”. Cipla, the market leader in India with more than two-thirds of the market share in the
inhalation respiratory market, utilised digital channels to effectively promote the usage of
inhalers.