CIPLA - MUCINAC+ (NOW AB)
Background: CIPLA, a global pharmaceutical leader, sought to enhance its product line with Mucinac+ (now AB), an advanced version of its well-established Mucinac. Mucinac+ (now AB) incorporates two additional molecules that not only prevent chronic obstructive pulmonary disorder (COPD) but also aid in opening the air passages, making it easier to breathe. The product effectively relieves symptoms such as coughing, wheezing, and shortness of breath. Our team was commissioned to design a Brand and Communication strategy that would leverage the existing Mucinac identity while emphasizing the enhanced benefits of Mucinac+ (now AB).
Objectives: The primary objectives of the campaign were:
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Brand Consistency: Ensure that the new product aligns with the existing Mucinac brand identity while highlighting its unique features.
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Awareness: Increase public awareness of Mucinac+ (now AB) and its benefits.
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Engagement: Engage healthcare professionals, patients, and key stakeholders to build trust and credibility.
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Adoption: Drive adoption of Mucinac+ (now AB) among patients and healthcare providers.
Strategy: Our strategy was designed to create a seamless integration of Mucinac+ (now AB) into the existing Mucinac brand while emphasizing its additional benefits. Key elements of the strategy included:
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Brand Identity:
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Developed a cohesive brand identity for Mucinac+ (now AB) that incorporated the existing Mucinac orange color scheme.
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Designed a distinct logo and visual elements that highlighted the product's enhanced features.
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Content Marketing:
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Created informative and engaging content, including blog posts, articles, and social media updates, that explained the benefits of Mucinac+ (now AB).
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Collaborated with healthcare experts to produce educational videos and webinars.
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Social Media Campaign:
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Launched targeted social media campaigns on platforms like Facebook, Twitter, and Instagram to reach a broad audience.
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Utilized testimonials from patients and healthcare professionals to build trust and credibility.
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Community Outreach:
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Organized health awareness programs and seminars in collaboration with local healthcare providers and organizations.
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Conducted awareness sessions in hospitals, clinics, and community centers.
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SERVICES
Identity, Packaging, Inclinic Engagement, Digital
IDENTITY
The campaign was executed in three phases:
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Phase 1: Pre-launch (Awareness and Teaser Campaign)
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Built anticipation through teaser campaigns on social media and outdoor advertising.
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Released informative content to prime the audience for the upcoming product launch.
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Phase 2: Launch (Main Campaign)
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Unveiled the official campaign with a press conference and media event.
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Rolled out the full suite of marketing materials and content across all channels.
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Phase 3: Post-launch (Sustained Engagement and Follow-up)
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Continued to engage the audience with regular updates, success stories, and follow-up campaigns.
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Monitored campaign performance and made data-driven adjustments to optimize results.
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PACKAGING
LEAVE BEHIND LEAFLET WITH COVER
TEASER (SLEEVE WITH BI-FOLD LEAFLET)
VISUAL AID
IN-CLINIC ENGAGEMENT
IN-CLINIC ENGAGEMENT (VIDEO DISPLAY EASEL)
WHATSAPP COMMUNICATION
RESULTS
The campaign achieved significant success, with key outcomes including:
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Brand Consistency: Successfully integrated Mucinac+ (now AB) into the existing Mucinac brand identity.
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Awareness: Increased public awareness of Mucinac+ (now AB) by 60%.
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Engagement: Engaged over 300,000 individuals through social media, community outreach, and awareness programs.
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Adoption: Achieved a 40% increase in the adoption of Mucinac+ (now AB) among patients and healthcare providers within the first six months of the campaign.
Conclusion:
The Brand and Communication Design for CIPLA's Mucinac+ (now AB) showcased the importance of maintaining brand consistency while highlighting the enhanced benefits of a new product. The campaign effectively raised awareness, engaged key stakeholders, and drove adoption, contributing to improved respiratory health outcomes.
MERCHANDISE FOR THE SEROFLO DEVICE
Our goal was to develop merchandise items that replicate the shape of the Seroflo inhaler. These items can be presented to doctors, ensuring they keep the product top-of-mind and are more likely to recommend it.
MERCHANDISE
PROVEN RESULTS
60% awareness increase. 40% adoption lift. A pharmaceutical launch done right.
CIPLA commissioned a Brand and Communication strategy for Mucinac+ (now AB) — an advanced formula adding two molecules to prevent COPD and open air passages. We delivered the complete launch system across three phases: pre-launch teaser, main campaign launch, and sustained post-launch engagement.
60%
AWARENESS INCREASE
public awareness of Mucinac AB
40%
ADOPTION LIFT
among patients and HCPs in first 6 months
300K+
INDIVIDUALS ENGAGED
social media, outreach and awareness programs
What We Delivered
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Brand identity maintained the existing Mucinac orange colour scheme while introducing distinct visual elements for the enhanced formula — achieving differentiation without brand fragmentation.
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Three-phase campaign structure (Pre-launch teaser, Launch, Post-launch sustained engagement) ensured momentum was built before launch and maintained after it — no post-launch drop-off.
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In-clinic engagement materials — video display easels, WhatsApp teasers, visual aids, and leave-behind leaflets — activated the HCP channel at the point of prescribing.
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Seroflo inhaler-shaped merchandise (table clocks, pen stands, paperweights, air fresheners) kept the device top-of-mind with doctors between Medical Representative visits — a creative solution to the sustained HCP recall challenge.
A 40% adoption increase in six months for a new pharmaceutical formula is not accidental — it is the result of building a campaign system that works simultaneously at awareness, education, HCP engagement, and patient conversion levels
