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arolax@gmail.com
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+9 587 325 902
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Institutional Trust for Cororid® Disinfection Solutions

Deepak Fertilisers and Petrochemicals Corporation Ltd. (DFPCL) is one of India’s leading producers of industrial chemicals, with a 40-year legacy. Leveraging its position as India’s largest manufacturer of Isopropyl Alcohol (IPA), DFPCL launched Cororid®, a hospital-grade disinfectant brand, to provide “Indian Pharmacopoeia” grade protection to healthcare institutions.

The project focused on the strategic launch of Cororid® Disinfection Solutions during the critical, declining phase of the COVID-19 pandemic. Our PR mandate was to pivot the conversation from “panic buying” to “long-term clinical safety,” establishing Cororid® as the preferred choice for hospitals and procurement heads in Maharashtra’s medical ecosystem.

Late Market Entry

Cororid® entered the market when the initial “sanitizer boom” was fading and established giants like Dettol and Savlon dominated shelf space. The challenge was to carve out a niche for a late entrant by proving superior efficacy over generic consumer brands.

Consumer Saturation vs. Institutional Need

With the retail market flooded, the brand needed to shift focus from general consumers to a highly skeptical B2B audience—hospital administrators and medical superintendents—who required technical validation, not just marketing claims.

Healthcare Recognition Gap

While DFPCL was an industrial giant, it lacked immediate recall in the medical sector. We had to bridge the gap between “Industrial Chemical Manufacturer” and “Trusted Healthcare Partner” to win high-value institutional contracts.

"Hub-and-Spoke" Regional Activation

We executed a surgical media campaign across eight key Maharashtra cities (including Pune, Nashik, and Nagpur), using local vernacular press to reach decision-makers in Tier-2 healthcare hubs who are often ignored by national campaigns.

"Science of Purity" Narrative

To counter generic competitors, we emphasized Cororid’s IP-grade IPA formulation (99.8% purity), aligning the narrative with WHO and CDC guidelines to position the product as a “clinical necessity” rather than a lifestyle accessory.

Procurement-Focused Trade PR

We bypassed general lifestyle media to target healthcare trade journals and business dailies, directly addressing procurement heads with data on supply chain reliability and “Make in India” manufacturing cost benefits.