The Success of Dardicin – Guided By A Clear Brand Vision
Author- Shailaja Dwivedi Pathak
Introduction
David Aaker in book “Aaker on Branding” explains that a Brand Image is one of the key sources of brand equity — what he calls the 5 Bs of Brand Equity.
Think of Brand Image as the picture people carry in their minds when they think of your brand. It’s not just the logo or packaging, but the feelings, beliefs, and impressions that your brand creates over time.
A strong brand image is always guided by a clear Brand Vision — the long-term idea of what your brand stands for and where it wants to go. This vision gives your brand direction and consistency.
To bring this vision alive, you need to build brand associations — the specific thoughts or qualities people connect with your brand. For a pharma brand, these might include trust, reliability, a mascot, or caring for patients’ wellbeing.
Story of Samikshya
When Samikshya joined as a brand manager in Canopus Pharmaceuticals, she was excited but also a little anxious. Her first assignment was to handle Dardicin, an old painkiller brand containing paracetamol. Dardicin had lost its charm and energy.
Doctors remembered Dardicin vaguely. However patients didn’t ask for it like the way they asked Dolo 650 or Crocin. Competitors were everywhere. A crowded market with intense competition!
One evening, as she flipped through Aaker on Branding, a line caught her eye — “Brand Image is one of the five sources of Brand Equity.” It sounded simple, but she wanted to know what it really meant in practice.
The next morning, her external mentor Jnāna, explained it beautifully.
“Samikshya,” he said, “think of your brand Dardicin as a person. Brand Image is the picture people carry in their minds about that person, about Dardicin.”
“But remember, every strong image starts with a clear Brand Vision — why does your brand exist, what is the purpose of your brand, and where it wants to go.”
Samikshya invited the brand management team along with the CSO (Chief Sales Officer) the CMO (Chief Marketing Officer) for a brainstorming session. It was a lively and spirited discussion, full of energy.
The Evolution of the Vision Statement of Dardicin
Towards the end of the first round of the brainstorming, three vision statements evolved.
1. “To help people live every moment without the shadow of pain.”
Why did the team think it would work?
- It is emotionally uplifting and instantly relatable for patients.
- It appeals to doctors because it focuses on outcomes — helping patients lead better, pain-free lives.
Tone: Hopeful and human.
Best fit: OTC extension or patient awareness campaigns — where emotional connection is key.
2. “To bring comfort, strength, and hope to those held back by pain.”
Why did the team think it would work?
- It speaks the language of empathy — comfort, strength, and hope are emotionally rich and credible.
- Doctors appreciate brands that blend compassion with reliability.
Tone: Warm and reassuring.
Best fit: Prescription brand looking to strengthen emotional equity with both prescribers and patients.
3. “To restore the rhythm of life by easing pain with gentle care.”
Why did the team think it would work?
- Combines emotional warmth (gentle care) with a professional promise (restore the rhythm of life).
- Doctors connect with the scientific side of “restoring function,” while patients feel the comfort of “gentle care.”
Tone: Balanced — emotional yet credible.
Best fit: Ideal for Dardicin as a doctor-trusted and patient-loved brand
Samikshya concluded the first round saying: I am very excited now. Let us study these in depth. Can we meet again next week?
The CSO Vithal Karve suggested “Let us meet next Saturday at Khandala, in a neutral environment, free from all pressures of office routines. Let us also invite our zonal sales managers for this this brainstorming. They are the ones who will be accountable to get this implemented and engaging them at this stage, they will also take ownership of this Vision Statement”.
All agreed.
A fortnight later at Khandala they debated the pros and cons of all the three options for over three hours.
The Brainstorming at Khandala
The Zonal Sales Managers were invited to initiate the meeting. Rakesh Rawat of Lucknow started.
“To restore the rhythm of life by easing pain with gentle care is a very thoughtful choice” he said. “However, I wonder how many doctors from our target audience which includes non-MBBS doctors from the Hindi speaking belt will understand phrases like ‘rhythm of life’.
They may have burn their brain calories. We have to make simple.”. “Neither in Gujarat and Maharashtra,” added Vikram Gokhale from Mumbai.
The team debated this for the next 20 minutes and decided to drop it.
“To help people live every moment without the shadow of pain,” was next debated. Everyone looked at C. Ramachandran who was jokingly referred to as ‘The Devil’s Advocate’. Ramachandran gave a hearty laugh and said: “I love it. But I think this phrase looks common place. Our vision does not look or sound different.
Samikshya was listening deeply and intently. “You are right Ramachandran. It can hold good for Pacimol, Kabimol, Paracip, Febrinil, Pyregesic or any brand of paracetamol.”
Then started the debate on third option: “To bring comfort, strength, and hope to those held back by pain.” This again was common place and could go with any painkiller.
Suddenly, the room seemed to shimmer with possibility. Sakshi, the bright young brand executive, leaned forward, eyes alight with excitement:
“Can we give Dardicin an OTRx profile? Can we craft a message that every doctor proudly says — Dardicin belongs in the medicine box of every home? Why should anyone suffer with high fever or severe back pain until they reach a doctor? Let’s make Dardicin a household name for fast, trusted relief. We can give it a personality that feels caring and approachable — maybe even a mascot that brings it to life. And yes, we’ll use the phygital platform to make this vision tangible, unforgettable.”
In that moment, the team could feel it — an idea had taken flight, and Dardicin’s story was ready to soar.
Ideas sparked. Smiles widened. You could almost feel the heartbeat of a new beginning.
And then, it happened, the moment everyone had been waiting for.
A beautiful Vision Statement emerged, one that spoke straight to the heart:
“A home isn’t complete without comfort: Dardicin in every medicine box, for every moment of pain.”
A quiet silence followed… the kind that comes only when something truly meaningful is created.
Soon, the team built on this spark, shaping the soul of the brand.
Brand Purpose (Why Dardicin exists):
To bring gentle yet fast relief to every home, ensuring no one endures pain longer than they must.
Brand Promise (What Dardicin stands for):
Dardicin promises dependable relief when you need it most.
The evening belonged to Samikshya. She uncorked a bottle of Champagne Louis Roederer, and the pop of the cork seemed to echo the excitement in the room.
Glasses clinked, laughter flowed, and every face glowed with pride.
Led by the Vithal Karve and the Zonal Sales Managers, the team stood together, voices rising as one —
“We’ve done it! Together, we’ll make Dardicin a household name.”
Daljit Singh Chopra, the Zonal Sales Manager at Indore, burst into a bhangra dance and everyone joined.
Hey hey Dardicin!! राहत का नाम!
हर घर में, हर गली में!
दिल से दिल तक, है ये बात साफ़,
डार्डिसिन का सुकून — हर दर्द का इलाज।
हर घर में, हर गली में नाम,
डार्डिसिन बने — हर दिल का पहचान!
Samikshya slept well that night. She knew Dardicin would succeed
That made sense. Samikshya decided her brand’s vision would be ‘to bring back pain-free smiles with trust and care.’
Then came the next step — building brand associations. She asked herself, “What should doctors and patients think of when they hear my brand’s name?” She picked three: trustworthy, fast-acting, and gentle on the stomach.
Her mentor reminded her, “In a market crowded with similar painkillers, you must be striving for intrigue and differentiation. Find a reason for doctors to remember you.”
So, Samikshya introduced a simple yet powerful idea — a patient education leaflet titled ‘The Pain Diary’ that helped patients track their pain relief journey. Doctors loved it because it helped them see real outcomes.
Slowly, the brand started resonating with customers’ needs — doctors saw a partner in better patient care, and patients began to trust the brand again.
Months later, when sales began to climb, Samikshya smiled. She realised that Brand Image wasn’t just about fancy visuals or catchy taglines. It was about creating meaning — a story guided by vision, built on associations, different enough to stand out, and connected deeply with people’s needs.
That’s when she understood what David Aaker truly meant — Brand Image is not what you say about your brand, it’s what people feel when they think of it.
Three years later they all met the same day, but in Kathmandu; to celebrate success.
Dardicin was the most prescribed brand of paracetamol.