t times, co-branding can be an interesting way for two brands to get some recall in categories in which they otherwise don't have anything different to say. But when Boots Piramal decided to join hands with Saregama Records, the RPG Group music company, to produce a series of music albums of old Hindi songs, it seemed a rather strange alliance. However, there is a connection. Boots Piramal markets Strepsils, the popular lozenges.

Strepsils and Saregama have decided to produce a series of music albums with old Hindi songs called 'Strepsils Pure Voices'. The duo will release a twin-album (twin CD at Rs 250 and twin cassette pack at Rs 100) every month for the next 12 months, making it the largest music co-branding deal in the country in terms of number of albums released in a year. ... more