Buoyed by success of brand coolies at Mumbai Central railway station, GSK Consumer Healthcare (GSKCH)?the makers of Iodex?are now mulling to extend their branding initiative across the country. The brand will launch their brand porters at Delhi railway stations too.
The GSKCH had recently branded over 2,000 porters at Mumbai station, who flaunted red and white uniforms with pain relieve message written on their back.
?The new marketing mantra of GSKCH that has found an innovative way of branding porters was a great success at the Mumbai railway station. Hence, the company is now planning to take this to other states, probably at stations in the national capital as well,? a source said.
The company, however, refused to speak on the money that was pumped in branding the coolies and winning the tenders from the railways. The branding of porters can also be perceived as an initiative by the railways to rake in profits.
According to a railway official, the ministry plan to earn Rs 200 crore in fiscal 2008-09 through marketing initiatives.
GSKCH, under its branding activity at Mumbai railway station, which stretched between November2007 and March 2008, registered around 2,400 coolies for its Iodex campaign.