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Alkem Laboratories has launched Jeevanprash, a low-calorie, sugar-free, ayurvedic health supplement. Alkem claims that Jeevanprash is 100 percent safe for diabetics and a must for the calorie conscious consumer as it contains FOS and sucralose which is a healthier substitute of sugar. Being flavoursome, Jeevanprash would be appealing to kids and beneficial to them as it helps improve concentration and learning abilities. Additionally, it serves as an excellent tonic for women during pregnancy and lactation. Dr Sharad Kasarle, Vice President-Nutraceuticals ,said, "Jeevanprash is an ideal health supplement in todays hectic lives and can be consumed throughout the year. It also contains aloe vera that helps one stay healthy and young along with the natural goodness of rose petals and amla that are natural cleansers." Starcom is handling the media planning and buying duties of Jeevanprash. The media budget for the first phase of Jeevanprash campaign is reportedly pegged at Rs 5 crore. This is the first brand from the Alkem health foods division that was formed recently.
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| Posted : 1/20/2007 |
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