Case Summary The case represents the success story of an emergency contraceptive pill Peuli. The people get struck with wonder as they concentrate upon the fact that a product from a relatively less known company transormatively changes into one of the top brands in Bangladesh. This case vividly depicts how an ordinary pharmaceutical company named Ziska, came face to face with intense competition as well as hurdles; while promoting a contraceptive product named Peuli in Bangladesh market. The story demonstrates how a well-thought-out marketing program results in making the product a very successful brand. The key points attributable to the grand success of Peuli brand include picking the right brand name; generating awareness among people through seminars; introducing medical education sessions and peer group discussions; using social networking sites like Facebook along with conventional media; launching special TV program entitled “Peuli Health Show” conducted by doctors in an astute way; introducing emergency helpline number to cater to the needs of people seeking medical products; forging unique distribution system in which online order and quick delivery are ensured and the like. Briefly speaking, the case encompasses all the issues that Peuli had to address in its journey, especially the measures it took to overcome the taboo among the general population, doctors, and even the pharmacists. Ziska was very much intuitive in understanding the nature of consumer behavior. The consumer insight helped Ziska come up with appropriate marketing programs. Eventually the brand achieved such a high degree of success as to heighten the image of the manufacturer-Ziska, although Ziska was supposed to enhance the brand image of the product Peul.