Abbott looks beyond product portfolio to generate trust and recall

The pharma major walks around the prescribed lines to build a corporate identity beyond the medicines in its Indian portfolio

Abbott India is among the biggest advertisers in its sector in India. Given the severe restrictions that curb direct advertising and promotional activities with consumers in the pharmaceutical sector, the company has been treading carefully around the rules to build its identity around therapies and common ailments rather than the medicines it sells.  

Abbott operates in India through two entities, the unlisted Abbott Healthcare Ltd apart from  the listed entity Abbott India Ltd (AIL). AIL is the fastest growing MNC drug firm here. 

The latest campaign by Abbott deals with diabetes, a chronic disease that has spread like an epidemic in