Mediker Anti Lice Oil
Mediker Anti-Lice Oil, or simply Mediker Oil, is the new product under the Mediker umbrella. It contains Coconut oil with Neem extracts and Camphor that effectively fight the problem of lice. The product was nationally launched in December 2002. Mediker Oil is positioned as a hair oil that frees children from the Chakravyuha of Lice and their mothers from the obvious embarrassment.

Evolution:
After acquisition of Mediker from P&G, Marico was targeting to broadbase the consumer franchise for the brand. Mediker Oil has really been a shot in the arm for Marico's efforts in this direction. It is essentially a hair oil with anti-lice properties. It attracts consumers who prefer hair oiling to shampooing.

Our consumers:
Like its mother brand, Mediker Oil's primary target has been mothers of school going children. Those who may find Shampoo a little harsh for hair treatment prefer Mediker Oil. Mediker Oil has overtaken the mother brand both in terms of volumes and reach. The brand has caught on, not just in the urban sections of India but also the rural.

Contributors to Mediker Oil's success:
Mediker Oil has been the result of innovation by our R&D team. They have developed a product formulation that combines the goodness of coconut oil and the anti-lice properties of ingredients like Neem and camphor. The story does not end here; success of any brand is also dependent on the quality of the communication and width and breadth of distribution. Mediker Oil has really caught on with its target consumers with innovative TV advertisements like the Bharatnatyam Ad and the Chakravyuha Ad as also effective PR efforts through school programmes. On the distribution front, it was the valiant effort of our field force that Mediker Oil now reaches 1.4 Lac outlets across the country. And this was achieved within 5 weeks from its launch in December 2002.