Anil Kapoor (later CEO, Ulka), the marketing manager at Boots had a problem, Coldarin launched in the late 1970s was struggling.<\/p>\n\n\n\n
Coldarin was derived from Cold+Asprin and was formulated for colds with an increase in body temperature. <\/p>\n\n\n\n
It faced competition from Saridon, Anacin & Aspro, all headache pills.<\/p>\n\n\n\n
What (else) than to understand customer psychology when it came to a cold. They met customers and asked them
a) Who had colds
b) Those who did not
c) How they treated it
d) What were their feelings towards cold, etc.?<\/p>\n\n\n\n
They learned that customers accept the fact that they will get the cold once or twice a year. They also felt that a cold need not be treated and it will go away by itself well within a week.<\/p>\n\n\n\n
But they discovered something important \u2013 while cold as an ailment was mild, it had a debilitating effect and affected work tremendously. People could not work!<\/p>\n\n\n\n
And that was the insight – why suffer from a cold when you can take Coldarin!<\/p>\n\n\n\n
Clarion was the agency given the creative mandate. Coincidentally, a client servicing person Arvind Sharma (became MD Leo Burnett) wrote the famous lines “Yeh Kay Haal Bana Rakha Hai, Kuch lete Kyo Nahin”. <\/p>\n\n\n\n