Hamdard Laboratories has launched a campaign for its almond oil brand Hamdard Rogan Badam Shirin. The integrated campaign has been conceptualised by L&K Saatchi & Saatchi.
There are two films as part of the campaign. One of them (above) features a young woman who has just returned from work, climbing a ladder to locate a sweater for her mother, from a bundle atop a cupboard. She laments about her long day, starting with the house maid not reporting for work, to her having to do twice the work in office as her colleague didn’t turn up, to the evening spent in traffic. As soon as she entered home, her mother requested her for the sweater, she bemoans. A male voice over points to the numerous expectations from the protagonist, and introduces the product as one from which she can expect more, before enlisting its benefits – healthy hair, glowing skin and better immunity.
Mansoor Ali, chief sales and marketing officer, said, “We are happy to see the new Hamdard Roghan Badam TVC. It is in line with our vision of communicating with the young, urban and upwardly mobile people; and in bridging the classical generation gap. The campaign is fresh, uncluttered and touches a very basic human insight that ‘The world expects so much from you…is there anything from which you can expect more?’ With this TVC, we expect Hamdard to become even more of the trusted brand name that it has been for years, especially with the urban youth.”
Creative directors Ankit Garg and Abhishek Misra said that the task was to pick up situations that showed the daily struggle and increased expectations not often seen in commercials, with the intent to bring freshness and warmth to the brand.
Another film on the brand’s YouTube channel features a young kid walking up to a couple at a restaurant. When asked what he wants, he starts reeling off the list of things he has been expected to do through the day, starting with leaving for school at 7.30 in the morning. The action continues to the present, he complains, when his mother has asked him to occupy a table at the restaurant with the family expected to follow. He requests the couple for their table. The film ends on the same lines as the one above, save the product benefits: sharper memory, stronger bones and better immunity.