MUMBAI: Procter & Gamble (P&G) Hygiene and Healthcare Ltd today launched Vicks Formula 44 cough syrup with a promise that it would give "long-lasting cough relief for up to eight hours."
 
Present at the press conference held in Mumbai to announce the launch, were P&G India chairman Bharat Patel, P&G country manager-marketing Rahul Malhorta, ear-and-throat (ENT) head of Hinduja Hospital, Mumbai, Dr Amitav Shukla and singer-cum-VJ Raageshwari.
Raageshwari sang the new jingle for Vicks Formula 44 - the lyrics of which are composed by her father Trilok Lumba- for all those present at the conference. Asked whether she would be starring in the TVCs of the product, she said, "It is too early for the company to decide what they want, whether they want an ad film or a print campaign with me. But I am definitely the face of the product and I will be travelling extensively to endorse Vicks Formula 44."

Talking about her connection with the product, Raageshwari said, "I am a singer and I have to sing and perform in front of a large audience to keep up the tempo. This requires a lot of shouting and cheering. At the end of the day, I am coughing and my throat is sore. So for me, something like Vicks Formula 44 which provides eight hours of relief is a saviour. Other cough syrups only provide about four hours of relief."

Patel said, "Our objective is to be a market leader. There is a market of 550 crore in India and we are targetting a significant share in it, although it is not possible for us to give out estimates and spends in a public related company due to the fierce competition in the market." Speaking about the price of the product, he said, "Our product is priced lower than any other cough syrup in the country."

Vicks Formula 44 has been approved by WHO and US FDA as they have found no evidence to warrant the international control of DEX (Dextromethorphan Hydrobromide) which is used in the syrup.

Speaking to indiantelevision.com, Malhotra said, "As of now we are only focussing on TVCs for Vicks Formula 44. Our aim is to reach as many people as we can."

The TVC stars model turned actor and former Mr Grasim Diwakar Pundir and focuses on a father-daughter relationship. The ads are targetted mainly at housewives who are the key decision makers in matters of family health and care.