MedPlus Bengaluru Launch & Merchandising
Driving Rapid Customer Adoption for India’s 2nd Largest Listed Pharmacy Chain Across 4,000+ Stores
The Assignment & Market Context
MedPlus Health Services is India’s second-largest pharmacy retail chain with over 4,000 corporate stores. During its high-stakes expansion into Bengaluru and preparation for its landmark IPO, MedPlus required high-impact launch communication, customer discount education, and systematic in-store merchandising.
The Challenge: Establishing Price Leadership & Store Discovery
Entering mature metro markets dominated by local chemists and entrenched pharmacy chains:
Breaking established buying habits with local neighborhood chemists through compelling discount clarity.
Communicating complex savings structures (e.g. "Flat 20% Off", "Save 30% on Generics") without appearing like cheap discount outlets.
Standardizing customer navigation, product grouping, and optical retail store-in-store sections across thousands of locations.
Strategy & Execution Framework
Brandomania executed an integrated brand campaign combining high-impact mass media launch blitzes with scientific in-store customer journey engineering.
Bold Bengaluru Market Launch Blitz
Executed high-impact print, OOH, and neighborhood door-to-door visual flyers celebrating MedPlus arrival with transparent pricing assurances.
Value-First Communication Architecture
Simplified savings messaging into clear consumer math—showing how an average Indian family saves ₹15,000+ annually on genuine prescription medicines.
Store-Level Visual Merchandising Guidelines
Restructured prescription counters, OTC wellness shelves, and optical displays for maximum customer dwell time and impulse basket additions.
Campaign Performance Metrics
The launch campaign accelerated new store footfall and customer awareness across Bengaluru retail outlets.
Primary Performance Driver: Hyper-Local Metro Launch Blitz + In-Store Visual Systems
Large-scale launch ads backed by immediate neighborhood presence established instant community trust.
Visual Campaign Execution
MedPlus Bengaluru Metro Launch Front-Page
High-visibility print campaign introducing unmatched pharmacy pricing and store locations
Flagship Gachibowli Store Visual Merchandising
Streamlined customer navigation and category signages deployed across 4,000+ stores
"Brandomania transformed our store-level visual communication. Their strategic insight into how retail pharmacy customers make decisions helped us build lasting customer retention across thousands of stores."