PharmEasy, Netmeds ad campaigns leave consumers confused about the message

Middle-aged men dancing to the tune of popular Bollywood songs, elderly men doing a jig at the prospect of buying medicines on discount, fathers clapping their sons by the ear for messing up with the drugstore bills and celebrities as brand ambassadors; you name it and there will be an e-pharmacy advertisement to show for it. Online pharmacies, flush with funds from investors, are sparing no effort to get their brands visibility in a crowded marketplace. But while such attention-seeking advertising is meant to break through the clutter, it is likely to end up diluting the brands’ positioning, say experts.