AIMIL
Aimil Pharmaceuticals is a leading Indian company, established 1984 by K.K. Sharma, specializing in science-backed Ayurvedic and herbal health & wellness products, focusing on holistic healing with strong R&D, quality, and ethical marketing, ranking high in the AYUSH sector and operating globally, offering solutions for humans, animals, and personal care
Challenge:
Reposition AIMIL from a “herbal remedy” brand to a credible, science-backed Ayurvedic leader.
Strategy:
Executed an 18-month integrated PR + digital + brand storytelling campaign across national media.
Solution: - This needs to be change
We designed a two-phase teaser-to-reveal campaign centered around April Fools’ Day, using misdirection and intrigue as the hook:
- Teaser Drop on April 1st: Released an intentionally quirky and cryptic teaser suggesting an unexpected brand pivot featuring Milind Soman, generating curiosity and speculation.
- Influencer & Media Seeding: Collaborated with lifestyle influencers, entertainment pages, A&M portals, and local connect handles to organically share and react to the teaser.
- Big Reveal on April 2nd: Launched the full brand film showing the real concept — a wellness-driven, aspirational narrative, backed by a strong message.
- Cross-Platform Strategy: Simultaneous rollout across Instagram, YouTube, LinkedIn (A&M coverage), and regional media handles to capture diverse demographics.
Impact:
Delivered 5,000+ high-impact coverages in Category-A publications, achieved a 15× sales increase, reached 1.5 lakh+ consumers, and repositioned AIMIL as India’s most recognized Ayurvedic diabetes supplement.
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