Aa se Aaha Tak!!!!! Well, I don't think you need a special introduction regarding this tag line. A lady mostly a homemaker will be holding heavy loads and suddenly feels intense pain where the camera captures the nociceptive response.. Immediately application of MOOV allows the lady to move :) VICKS ki goli!!! A child plays in the rain and gets completely wet. He'll reach home and there starts the story of rhinitis!!! Immediately Mother comes to the rescue of the child and applies VICKS. In another incident not the children but Uncle starts coughing.. Again Aunty comes to the rescue giving him "Vicks ki goli" for "Turant raahat.." or (Twaritha Upasamanam) Well, I know..many of us laugh out loud when such advertisements flashes. But did you observe one thing in the above cases?? The Woman is given more importance here. And all the advertising being done are directly focused on to her. I just named a few there are other ads like Dettol Liquid, Pears - (Masoom Pears), Iodex, Woman Horlicks and all, where the Mothers infact Ladies are given rationale role. Marking the 100th International Women's Day on March 8th this year, a new Governing body- POWER (Pharmacists' Organization for Women Empowerment and Research) was established. This is a professional and scientific body that provides leadership, education, support to the women pharmacists. Major areas specific to Women's health include * Gynecology and Sexually Transmitted Diseases (STDs) * Oncology ( Breast and Ovarian Cancers) * Osteoporosis and Arthritis etc. Centering the woman, already GSK and MSD launched their captivating products 'Cervarix' and 'Gardasil' respectively. The companies like Sanofi Aventis have come forward with various initiatives like "Prayas" - which aims to cover the void of diagnosis and treatment in rural areas, SITE (Screening India's Twin Epidemic of Diabetes and Hypertension), "Aashayein" (patient support program for Cancer). So the present pharma giants are showing interest particularly the Indian Women. Because they feel, she is the centre and she can influence her entire family based on her "Positive Response". No doubt they say "Shining India needs a Healthier Women". Reference: Express Pharma- Fortnight Insight for Pharma Professionals, The Express Group, March 1-15, 2011 Page No: 7-11. THIS BLOG DOES NOT CONTAIN ANY PLAGIARIZED MATERIAL.