Neurobion Forte - Sabse Bada B

Background

Neurobion is India’s #1 Nerve health brand. With the mission to ‘Help individuals get back in touch with their lives’, Neurobion offers a range of Vitamin B & combination supplements to help manage Vitamin B deficient and improve the nerve health of the consumers. Brand has over 60 years of legacy and trust and is backed by the credibility and expertise of P&G Health.

Target Audience

Adults aged over 45 suffer from symptoms of Vitamin B deficiency

Health Care Practitioners

Challenge

Our challenge was complex, layered, and nuanced.

Lack of awareness about the Symptoms of Nerve Damage / Vitamin-B deficiency:
Consumers rarely recognized the symptoms of vitamin b deficiency accurately. Early diagnosis of the symptoms remained a cause of concern since majority of Indians considered these issues trivial till they become serious.
Misunderstanding of the symptoms and incorrect treatment:
People silently endured these subtle symptoms without proactive intervention, often mistaking them for muscle pain and seeking external relief rather than addressing the underlying vitamin B deficiency through proper symptom identification.
Breaking through the clutter in a market flooded with lookalike products:
Due to the product being identified as ‘red strip (laal patti), consumers in rural and semi-urban hinterlands were unable to identify the original Neurobion Forte product leading to consumption inferior alternatives mimicking Neurobion Forte’s appearance that generally didn’t provide effective relief from the symptoms.

Task at Hand

The brand aimed to launch a holistic marketing initiative aimed at driving awareness, customer engagement, and business growth. Key campaign objectives were as follows :

Educate the Masses:
Raise awareness about an important but often ignored topic of nerve health damage, its symptoms and the role of Vitamin B, emphasizing the need for early detection and intervention.
Strengthen Brand Recall:
Create a memorable association between the brand and nerve health, ensuring that Neurobion Forte remains top-of-mind for consumers experiencing the symptoms.
Enhance Market Penetration:
Expand the brand's reach, particularly in semi-urban and rural areas, to ensure wider accessibility, to the right TG.
Leverage Trusted Endorsement:
Collaborate with a trusted voice whom Indians listen to, to amplify the message and establish a trustworthy connection with the audience.
Highlight Product Superiority:
Position Neurobion Forte as the leading solution for managing Vitamin B deficiency, emphasizing its 3x strength of B-vitamins compared to ordinary tablets.

Approach

To tackle the brand challenge, we needed a creative device to bring Vitamin B to focus. We knew that to make something matter, it had to be made bigger, bolder, louder than everything around it. That led us to an idea rooted in cultural juxtaposition. In India, a prominent figure who owns the letter B was legendary actor Amitabh Bachchan, fondly known as Big B.

So, we asked: What if Vitamin B could be positioned as even bigger?

We amplified this idea into a cultural provocation. By putting Neurobion’s Vitamin B up against the Big B, we gave Vitamin B exaggerated, almost mythical importance. The comparison sparked intrigue, created memorability, and gave us a powerful narrative.

Neurobion’s “Sabse Bada B” allowed us to reframe Vitamin B from a background nutrient into a national headline. It reignited urgency around nerve health, re-established Neurobion Forte as the category leader, and placed its 3x Vitamin B advantage at the centre of the story.

Key strategic pillars included:

Developing Insight-Driven Colloquial Messaging:
Brand aimed to develop an insightful communication leveraging everyday life situations that a consumer would experience where Nerve damage symptoms like tingling & weakness can be highlighted. By using relatable analogies and culturally resonant messaging, the campaign sought to make the importance of nerve health more accessible to the masses.
Leveraging Iconic Brand Ambassador:
Amitabh Bachchan’s trusted persona helped drive credibility and recall, making Neurobion Forte synonymous with nerve health.
Integrated Marketing Approach:
A 360-degree media strategy ensured visibility across multiple touchpoints, including TV, digital, social media, radio, print, and retail activations.
Community-Led Engagement:
On-ground activities, such as free nerve health diagnostic camps, provided direct consumer interaction and real-time value, reinforcing Neurobion Forte’s commitment to health awareness.

Idea Execution

Real change demands a cohesive, culturally resonant narrative consistently delivered across every touchpoint. Leveraging India’s emotional connection to Amitabh Bachchan, fondly known as “Big B”, we seamlessly wove this narrative into a holistic multi-media campaign.

Neurobion launched a multi-touchpoint campaign to reach the right target audience via tailor made communication for different platforms –

1

25-Second Advertisement Video Featuring Amitabh Bachchan:

Amitabh Bachchan, as Big B, embodied the campaign’s bold message: Vitamin B is Sabse Bada B.
The ad highlighted Neurobion Forte’s benefits—3x strength of Vitamin B-while creating a memorable, culturally relevant connection with the audience.

TVC

Bumper

TVC was released in 9 different languages

One Big message that was heard loud and clear throughout India.

Telugu

Assam

Bengali

Bhojpuri

Kannada

Malayalam

Marathi

Tamil

2

Digital and Social Media Creatives

We built intrigue and momentum by releasing visual teasers across social platforms. Static and carousel posts featured Bachchan alongside the line Sabse Bada B main nahi, creating tension and curiosity. Follow-up posts resolved this tension by revealing Neurobion Forte with lines like Yeh hai Sabse Bada B and Iska B hai Sabse Bada B, reinforcing the product’s superiority and narrative payoff.

3

Media Banners

To maximise frequency and reinforce recall, we repurposed Bachchan’s campaign video into high-frequency media banners across different media sites. This helped embed the brand name consistently and repeatedly, moving consumers away from relying on visual cues alone to recognising and remembering the name - Neurobion Forte.

4

Chemist Activation

To close the loop at the point of sale, we brought Amitabh Bachchan directly into chemist stores through life-sized cut-outs. Each cut-out held a Neurobion Forte pack and was equipped with a motion sensor. As customers entered, Bachchan’s voice played, urging them to ask specifically for Neurobion ki laal patti, reinforcing brand recall and cautioning them against settling for cheaper, ineffective imitations.

5

Print

To directly tackle the brand recall challenge, we created custom newspaper jacket covers that replicated the Neurobion Forte packaging. These jackets wrapped leading newspapers and were distributed across key cities in Uttar Pradesh. By transforming the daily newspaper into a physical extension of our product, we ensured the red-striped design was not just seen but remembered. This tactile intervention helped shift consumer memory from “laal patti wali goli” to the actual brand name - Neurobion Forte.

6

Radio and Audio

We used Bachchan’s voice in targeted radio spots across high-impact markets, especially tier 2 and tier 3 towns of Uttar Pradesh, Maharashtra and West Bengal where audio continues to be a dominant medium. His calm, persuasive tone translated complex medical ideas into simple, memorable messaging that encouraged action and established credibility.

Our Impact

Absolute Reach 70% 10 Cr/month, which is 70% of our target audience
Sales Increased by 20%
Market Share Grew by 1%
Top-of-Mind Brand Recall Skyrocketed by 15.2 points
Unaided Brand Awareness Surged by 12.2 points
Chemist substitution reduced from 17% ⮕ 1% in 1 year
Chemist recommendation share grew by 7%