Crocin 2.0: GSK is reinventing the pain-reliever brand to keep it relevant

The British multinational adds a fresh extension to its 40-year-old flagship, hopes to leverage the brand's recall to expand its remedial reach

How does a brand with a near-generic association with one purpose or product expand its metier and, at the same time, stay relevant for its core audience? That is a question that GlaxoSmithKline Consumer Healthcare (GSKCH) has pondered over often, given its portfolio of legacy brands in the country. And for Crocin, a brand under GSK Consumer since 1996 (for 33 out of the 40 years of its existence in India), the answer it appears, is to keep reinventing itself. 

In its most recent effort, GSK Consumer has launched a new variant for headaches, over and above the Crocin for