This particular piece of entry was promoted (as an in-clinic poster - standalone advert) to dermatologists (primarily) in urban areas and general physicians (secondary target group) in semi-urban areas. The targeted doctors have a large practice and are generally overworked. Their attention spans are limited. The Poster served as reminder medium to reinforce the brand proposition. The collateral was put up inside the doctor's chambers (with his permission) by the medical representative as a summary post the scientific detailing.

The brand Follihair, marketed by Abbott Healthcare is a prescription based oral tablet belonging to the category of branded generics. As such, this brand cannot be directly marketed or promoted to end consumers and needs to be prescribed by the doctor to avail purchase. Because of the prescriptive nature of this brand, the same is governed by the 'The Drugs and Cosmetic Act, 1940' & 'The Drugs and Magical Remedies (Objectionable Advertisements) Act, 1954' of the Indian Constitution and branded promotion/advertising across retail chain or any public media is illegal. This brand and its benefits can only be promoted directly to doctors inside medical clinics and hospitals.

Although prescription-based, most hair loss medications have little or nothing new in science to detail. As a result, most of them make promises that are generic in nature. The need of the hour was to break out from the clutter (of generic brand promotion within the category) and to effectively connote brand benefits in a simple manner.

This piece was designed as a Traditional Poster (standalone advert). It delivered the promise of Follihair through the visual device of a strand of hair turned into an anchor. The poster served as an apt brand reminder to the doctors post the scientific detailing by medical representatives.