The Managing Director of Shalina Healthcare Nigeria Limited, Mr. Somnath Malakar on 24th August 2020 unveiled the company’s brand ambassador to the admiration of all around. The official unveiling which took place recently in Lagos is aimed at increasing the visibility of Shal’Artem (Anti-Malarial range from the company) by building a dedicated community, engage more people on social media and grow sales.
The unveiling of one of Nigerian’s Popular actor and comedian Animashaun Samuel Perry also known as Broda Shaggi as the Brand Ambassador for Shal’Artem, Shalina’s anti-malaria brand, is to champion the fight against Malaria, a deadly tropical disease spread by mosquitoes in Nigeria and all over the world. He will embody the corporate identity of Shalina Healthcare Nigeria Limited in appearance, demeanour, values and ethics.
As the face of Shal’Artem campaign and Shalina’s fight for the eradication of Malaria in Nigeria, Broda Shaggi is expected to use already established networks, relationships and his teeming fans, to market Shal’Artem, position it in the light via different advertising strategies and marketing tactics that will strengthen the customer-product-service relationship and influence a large audience to buy and consume more of Shal’Artem. He is to increase brand awareness, targeting the untapped market which will translate to increased sales.
According to the Nigeria Malaria fact sheet by the United States Embassy in Nigeria, there are an estimated 100 million malaria cases with over 300,000 deaths per year in Nigeria. The World Health Organisation recommended Artemether Lumefantrine molecules as the first line of treatment for malaria parasites. Therefore Shal’Artem, a composition of Artemether Lumefantrine molecules is rightly considered the sure cure for Malaria.
In this inclusive interview, Mr. Somnath Malakar, Managing Director of Shalina Healthcare Nigeria Ltd and his management team showcased with pride, Broda Shaggi as the company’s brand ambassador while Clinical Health Journal watches with admiration.
Speaking also, Broda Shaggi says he will do everything and whatever is required of him to propel the brand to the limelight. He said with Shal’Artem popularity, it will be very easy for him to pass the message across to his teeming fans. Below are the excerpts of the various interviews
Congratulations Mr. Somnath and Shalina generally for this success. May we know the reason why you eventually choose a brand like Broda Shaggi for one of your anti-malaria products – Shal’Artem?
Mr. Somnath Malakar – MD
If you ask me “why” I will answer as to “why not”. Like I mentioned earlier there is a huge synergy between what we are and what Broda Shaggi as a brand stands for. He stands out from the crowd, he relates across the different strata of the society. The same goes for our anti-malaria brand. There are more than 100s of anti-malaria brands available in the market. We stand out because of the promise of value proposition, quality proposition and I think that is how good brands coincide in terms of the success story.
How long is the endorsement going to last?
Mr. Somnath Malakar
As for now, it is going to be for the next three years.
What should Nigerians be expecting from this collaboration?
Mr. Somnath Malakar
With this collaboration, Nigerians can connect and understand the brand Shal’Artem even more, true of course they connect and relatability that Broda Shaggi as a brand translates to every Nigerian.
In what way do you think his personality will influence your product?
Mr. Somnath Malakar
His simplicity, his ability to stand out amidst other people, and the way he reaches out across the strata of the society as he rightly mentioned a few times back during our interaction. People of every stratum of the country – the rich, poor, the backward and for that time frame when people listen to him and see his video, they tend to forget the real problems of life, the pain they are going through, that is relatability.
There are so many brands available in the market of Artemether lumefantrine. We stand out as a company. Today in Nigeria, war crises cannot do anyone any good. Many companies are apprehensive to invest. And I keep saying this in every forum, we for one as a company are now adding field resources much to the surprise of many of our companies. We are investing in brands as connectable as Broda Shaggi. We are indulging ourselves into ATL for other flagship brands like IBUCAP for example, this is the third year in a role. Our manufacturing facility is coming up around the corner and is likely to be ready by March ’21. As a company, we are not shying away despite all the prevailing odds. I think that is the quality of being able to stand up through such odds that we demonstrate the true character and strength as a company. That is the same spirit Broda Shaggi also comes in. That’s the relatability, that’s the march that we felt was there for us as a company and as a brand.
After the three years, what next Sir?
Mr. Somnath Malakar
Maybe another ten years. Am sure Broda Shaggi phenomenon is not going to die down anytime soon. He is going to be here, he’s going to make things bigger and better for himself as well as for all the brands that he connects with.
With regards to the image Broda Shaggi creates to the public, is the public not going to see Broda Shaggi’s endorsement in this in the same way they see a comedy, seeing it as a comedic presentation?
Mr. Somnath Malakar
You have to wait and watch for the campaign to unfold and then you will be able to see how his brand match into the storyline of Shal’Artem. Time will soon unravel the synergy of the two brands inmention.
We are looking at a pandemic period when most businesses are being cautious, and you are taking a bold step in this case by endorsing a celebrity. Why did you choose this period? Is it something you had in mind before the outbreak of Covid-19 or is it just a case of necessity?
Mr. Somnath Malakar
There is a saying that when the going gets tough, the tough gets going. Today, it is a bad situation for every company in the world. We have a choice, either we follow suit and cry over spilt milk or we reach out to take control over aspects that are within our reach. The second option is, what we have decided to adopt. We believe that whatever we do today, is going to be etched in the memory of the consumer and the channel for a much longer time than if things would have been normal. As a company, I don’t see that as a risk but sticking to the plan that we had at the beginning of the year. There have been delays, not in our control but we will bounce back. That is the spirit that Broda Shaggi brand and Shalina have.
What are the advantages Shal’Artem has over other antimalarials in the market?
Mr. Somnath Malakar
There are so many brands in the market but people love to rely on something with their close eye and that is Shalina. The brand exhibits a portfolio with six variants which I don’t think is the case with any other company in the anti-malaria. There are six variants – Shal’Artem Tablets combination of x12T, x18T and x24T, Shal’Artem Dispersible Tablets, Shal’Artem Dry Syrup and Shal’Artem Forte Tablets, all of Artemether, Lumefantrine molecules. A member of a family has a particular one designed for him/her. That is also a major factor that adds to our distribution strength in the market.
In addition to the above, Mr. Folorunsho Alaran (Marketing Head) explained that Shal’Artem has come of age. As a company, it is the first choice in the treatment of malaria. Amongst the various brands in the market, we can proudly proclaim that we have the largest number of variants available in the market. For every single member of the family – from infancy to adulthood, there is a Shal’Artem designed particularly for you.
Mr. Emeka Adimoha
A whole lot of them are available in the market but there is usually what differentiates one from the other. I can tell you authoritatively that in drug formulations there are what we call excipients and these excipients help in delivering of the API (Active Pharmaceutical Ingredient) which in these context is Artemether lumefantrine. The Shalina formulation took that into cognizance and presented to the public the very best of excipients that will ensure proper, prompt and effective delivery of the API (Active Pharmaceutical Ingredient) to the body system to be able to combat malaria in question. Some of the companies may not have this. That is where we come differently. This is important. We need to put these technical points down and is on record. That is not just only for our Shal’Artem, it cut across all our brands. When we give you a product, you go home, we beat our chest that the product must deliver the reasons why it is being bought, that is our plan and our label.
Mr. Folorunsho Alaran
What we saw Broda Shaggi with, out there is a pack by 24 tablets for adult. We have our suspension with the age range stipulating what dose we give infants. We also have Shal’Artem Forte Tablets which affords the adult the need to take just one tablet twice a day as regards 4 tablets twice a day. The problem we see is compliance dedication burdened. We also have the dispersible variants for babies which allows for the exact dosage for that age category thereby eliminating wastage. The tablet is dissolved in flavoured water to enable babies to comfortably drink. The remaining tablets are kept for future needs. This solves the problem of leftovers since one cannot predict when the next malaria session will be. This also helps families to save cost. We have it by 12, 18 and 24 tablets depending on the age-grade in the family. You buy exactly the variant specifies for that age grade.
Mr. Somnath Malakar
In simple terms, as a company, we clearly stand out on the following grounds. 1. In the market, I don’t recall many companies that would have the entire range as we have. 2. the factor of reliability coming from consumers and prescribers. 3. the concept of value for money and element of affordability and last but not the least 4. With our distribution strength and range of availability across Nigeria.
In the case of drug-resistant parasites to antimalarials, what are you doing to ensure that Shal’Artem is different? Or is it a case of what consumers are doing wrongly in drug administration?
Mr. Emeka Adimoha
Currently, it is on record that there is no better anti-malaria other than Artemether lumefantrine recommended by WHO. We must take cognizance of that fact. However, the occurrence of resistance has been noticed. I can tell you as a company we observed that and we have noted also that majority of the resistance being observed is because of the wrong use of the drug. There is a systemic use which is well explained. We have gone all the way out to tell prescribers to emphasise on the right use of Artemether lumefantrine. I tell you straight on, the first dose is administered at 0hour, the second dose must be taken 8 hours after. If you miss this second dose, you are likely going to have resistant and the third dose comes 24 hours after the first one and then 12 hours interval until the dosage is finished. It must be taken with fatty meals, liquid milk or water, preferably fatty meals or liquid milk because they enhance absorption. If this is done, you are very much unlikely to have resistance and the drug will deliver accurately.
Mr. Somnath Malakar
As an organisation, all we are trying is to communicate this message down below and that’s where the skill and operation come into play. We have multiple teams which are dedicated to the institution and general trade channel business. There are teams which attend to only pharmacists and patent medicine dealers (PMDs) and there is another team that reaches out to the consumers. At multiple touch-points across, we spend a lot of time trying to educate everyone on the right usage dosage of each of the brands that we sell. The antimalarial range being one of them. As an organisation, we are trying to play that part along with the factors of reliability range and affordability.
Mr. Folorunsho Alaran
Summarily, we have a well-trained field force team that convene the messages of how to adequately give out the dosage the right way.
Broda Shaggi, we have to congratulate you again on the success of today’s endorsement. You have been the face of other brands, here is a pharmaceutical company, specifically, we are talking about the anti-malaria drug. What do you hope to do differently?
Broda Shaggi
For my brand, my main objective is to pass the message across. Am not a pharmacist, am an actor. I have to understand more about anti-malaria, I have to understand more about the drug and bring it down to the level of people who need it.
I have had the opportunity to see the two sides of you. The comedic part and some of your cool blues. Which one are you bringing to play here?
Broda Shaggi
Everything. Whatever is required of me.
Mr. Somnath Malakar
Humorously serious.
What are some expected challenges you may encounter here? Am not sure whether you have vied into the pharmaceutical sector before. This is like your first time. Do you anticipate some challenges or obstacles?
Broda Shaggi
Yes. Life is all about facing challenges and trying to conquer them. Am ready for anything as long as am being given the break down of what they want me to do. It is my own job to read more about it, learn more about it and give out the right information to the right people.
Finally, we want to have your take-home message. What is your message to Nigerians now that you are an ambassador of this product?
Broda Shaggi
Shal’Artem is the right anti-malaria drug for you to use.
