New Delhi, June 10 -- Vikrant Pande & Vispy Doctor

Communication is a key element of any product launch and in Moov's case it was implemented from day one. It begins with the name. The name Iodex doesn't tell a customer that it is a pain-relieving ointment while Moov makes it clear. "It makes you move!"

It was the product positioning in the communication and its usage which worked for Moov. Explains Darshan (Patel, co-founder of Paras Pharmaceuticals), "We are not talking of all kinds of pain-for example, a stomach ache. Neither are we generically talking of aches and hurts. If your elbow hurts or your ankle is sprained, you may use Iodex. But when your back or your waist is hurting, you use Moov."

Vispy elaborates: "The positioning of...