Alembic Ltd would be launching a massive nation-wide campaign to get wider reach in the rural market for its brand Althrocin, the largest antibiotic brand in the country. The company informed the BSE that the campaign, which has been named 'Hot Wheels', will be kicked off in the first week of December.

By focussing on doctors in the interior areas, the company wants to get penetration in the rural market. Besides the company feels the campaign will give attention to doctors in rural areas, which have been more or less neglected in the past.

During the 100-day campaign the company will put up around 250 shows in different parts of the country, covering some 4000 doctors. Besides, northern states, the campaign will cover Madhya Pradesh, Maharashtra, Andhra Pradesh, West Bengal, Tamil Nadu and Gujarat.