As a part of its strategy to increase the market penetration of its Fast Moving Health Goods (FMHG or health products which are available across the counter), Elder Health Care Ltd (BSE: ELDERHCL) has associated it flagship brand Tiger Balm with the “Chennai Super Kings” team as Associate Sponsor for IPL Season 3. Tiger Balm will also be the official “Health & Fitness Partner” for CSK.

Tiger Balm’s USP is making a person fit and active and it relates clearly with CSK –a team who has had very few fitness problems in the last few years. Says Dr Anuj Saxena, Managing Director, Elder Health Care, “The IPL fever is catching on day-by-day with the number of fans increasing regularly. This association with CSK gives Tiger Balm an opportunity to increase its recall value in the minds of the consumers.”

Elder Health Care is an approx Rs 100 crore entity with presence in health products in segments like Skin Care, Oral care, Burns, Personal grooming and pain management which are sold through the OTC (over-the-counter) route. Tiger Balm, made from herbal formulation, is ranked amongst the world’s leading topical analgesics which calms and gives relief from mild-to-severe muscular/joint aches, headaches and pains quickly. The Tiger balm range comes in a number of variants with each variant coming in different sizes and covering different aches.

To make it exciting for cricketing enthusiasts and to have a direct connect with the consumers, Tiger Balm is running a contest in Mumbai, Delhi, Kolkatta, Chennai, Bangalore and Hyderabad. Consumers participating in the contest will get a chance to win an exclusive opportunity to dine with the CSK team or go on ground with the CSK Captain for the toss or win VIP match tickets for CSK Matches. Consumers can participate in the Contest on purchase on any product within the Tiger balm range. For more details visit www.elderhealthcare.in