Team siliconindia

• Mankind Pharma increased its advertising spend by 25% to Rs 755.36 crore in FY25 to strengthen brand visibility.
• Products like Manforce, Prega News, and Gas-O-Fast led high-impact digital and grassroots campaigns targeting youth and rural markets.
• Revenue rose 19% to Rs 12,207 crore, with EBITDA up 25% and profit after tax reaching Rs 2,007 crore despite higher finance costs.

Mankind Pharma significantly ramped up its advertising and promotional spending in FY2024–25, investing Rs 755.36 crore marking a sharp 25% increase from Rs 600.75 crore in the previous fiscal year. This strategic move underscores the company’s aggressive push to enhance brand equity and visibility across both urban and rural markets.

The pharmaceutical major, renowned for products like Manforce Condoms and Prega News, adopted a bold, digital-first marketing strategy featuring celebrity endorsements and culturally resonant storytelling. Targeting both national and regional audiences, the campaigns especially focused on youth and women-centric segments.

Manforce Condoms utilized topical events such as April Fool’s Day and elections to deliver humorous, viral content that drove youth engagement. Prega News, on the other hand, focused on emotionally powerful narratives alongside grassroots initiatives like rural educational drives and WhatsApp-based support groups for expectant mothers. Products like Gas-O-Fast and HealthOk also saw creative outreach through mass sampling campaigns at high-footfall venues such as the Kumbh Mela, boosting brand awareness and trials.

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The surge in advertising spend was part of Mankind Pharma’s Rs 3,008 crore total expenditure under other operating costs in FY25, indicating its long-term commitment to building dominant consumer healthcare brands. The company aims to transition over-the-counter (OTC) offerings into household names, capitalizing on the projected 9-10% CAGR growth in India’s consumer healthcare market between FY2024 and FY2029.

Despite macroeconomic pressures and increased borrowing costs, Mankind Pharma reported a 19% rise in revenue to Rs 12,207 crore, with profit after tax growing modestly by 3.4% to Rs 2,007 crore. Adjusted EBITDA rose by 25% to Rs 3,159 crore, and margins expanded to 25.9%, reflecting efficient cost management and successful integration strategies.

As India’s fourth-largest pharmaceutical company by value, Mankind Pharma’s expanded presence in fertility, critical care, and biologics positions it as an evolving healthcare powerhouse. Management remains optimistic that its aggressive brand-building investments will deliver strong long-term returns.