MAM
P&G launches new Vicks cough syrup with a promise
syrup with a promise that it would give “long-lasting cough relief for up to eight hours.”
Present at the press conference held in Mumbai to announce the launch, were P&G India chairman Bharat Patel, P&G country manager-marketing Rahul Malhorta, ear-and-throat (ENT) head of Hinduja Hospital, Mumbai, Dr Amitav Shukla and singer-cum-VJ Raageshwari.
Raageshwari sang the new jingle for Vicks Formula 44 – the lyrics of which are composed by her father Trilok Lumba- for all those present at the conference. Asked whether she would be starring in the TVCs of the product, she said, “It is too early for the company to decide what they want, whether they want an ad film or a print campaign with me. But I am definitely the face of the product and I will be travelling extensively to endorse Vicks Formula 44.”
Talking about her connection with the product, Raageshwari said, “I am a singer and I have to sing and perform in front of a large audience to keep up the tempo. This requires a lot of shouting and cheering. At the end of the day, I am coughing and my throat is sore. So for me, something like Vicks Formula 44 which provides eight hours of relief is a saviour. Other cough syrups only provide about four hours of relief.”
Patel said, “Our objective is to be a market leader. There is a market of 550 crore in India and we are targetting a significant share in it, although it is not possible for us to give out estimates and spends in a public related company due to the fierce competition in the market.” Speaking about the price of the product, he said, “Our product is priced lower than any other cough syrup in the country.”
Vicks Formula 44 has been approved by WHO and US FDA as they have found no evidence to warrant the international control of DEX (Dextromethorphan Hydrobromide) which is used in the syrup.
Speaking to indiantelevision.com, Malhotra said, “As of now we are only focussing on TVCs for Vicks Formula 44. Our aim is to reach as many people as we can.”
The TVC stars model turned actor and former Mr Grasim Diwakar Pundir and focuses on a father-daughter relationship. The ads are targetted mainly at housewives who are the key decision makers in matters of family health and care.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
