Launching a new FMCG hair oil brand under one of India's oldest pharmaceutical names — brand identity, go-to-market strategy, cinema advertising, and marketplace onboarding executed from day one.
Dey's Medical Stores (Proprietors) Ltd. has been a trusted name in Indian pharmaceuticals for over 130 years. Their formulations, OTC products, and pharmacy presence have made "Dey's" a household name across Eastern India — particularly in Bengal, where the brand carries deep institutional trust.
When the decision was made to launch a new hair oil product under the Dey's Medical umbrella, it marked the brand's first entry into the FMCG consumer goods space. There was no playbook. No prior FMCG infrastructure. No established consumer identity beyond pharma.
StradonAI was engaged to build everything from scratch — brand identity, product positioning, go-to-market strategy, cinema advertising, and full marketplace onboarding on Amazon and Flipkart — creating a coordinated brand launch across every relevant channel simultaneously.
The hair oil category in India is one of the most fiercely contested in FMCG — HUL, Marico, and Dabur collectively own billions in brand equity, distribution depth, and shelf space. Entering this category requires a distinct positioning, a credible launch narrative, and coordinated channel activation.
Dey's Medical's 130-year pharma heritage was a genuine advantage — but it needed careful translation. A clinical, pharmaceutical tone would alienate the FMCG consumer. But abandoning the heritage entirely would waste the brand's most powerful differentiator: trust built across generations.
The cinema hall campaign, marketplace onboarding, and brand identity all needed to be developed simultaneously and launched in a coordinated sequence — with no prior FMCG processes or infrastructure to draw from.
Converting 130 years of pharmaceutical heritage into a consumer FMCG brand identity — retaining trust signals while building emotional resonance and purchase appeal for a competitive consumer category.
Entering a segment dominated by Marico, HUL, and Dabur required a positioning that creates genuine distinction — not a price play, not a "me-too" formulation story, but a differentiated identity that earns shelf space and digital visibility.
Cinema advertising, Amazon and Flipkart listing, social media launch, and brand identity all needed coordinated development and deployment — with no existing FMCG launch infrastructure to lean on.
Developed the complete brand identity for the new hair oil — name, visual system, packaging communication, and category positioning. Positioned the brand at the intersection of pharmaceutical trust and FMCG aspiration — where Dey's heritage becomes a differentiator, not a constraint.
Designed a phased GTM plan built for an Eastern India first launch — cinema and local activation in Bengal first, followed by digital and national marketplace rollout. Geography-first sequencing to build concentrated brand awareness before going broad.
Produced the cinema advertising campaign — script, visual concept, and production coordination for the slide and video campaign running in cinema halls across Eastern India. Cinema was chosen for its captive, premium-association, and local market effectiveness.
Full Amazon and Flipkart onboarding — brand registry, product listings, A+ enhanced brand content, category keyword strategy, competitive positioning, and quick commerce platform setup. Built for discoverability from day one.
Brand launch content strategy and execution for social platforms — visual content, brand story formats, and launch campaign posts designed to introduce the new FMCG brand to Dey's Medical's existing audience while recruiting new consumers in the hair care category.
