Emami‘s ‘Kabiliyat bane kamiyabi’ campaign for Sona Chandi Chyawanprash aims to connect with mothers. The two-film campaign created by Scarecrow Communications went on air on 1 November and will run until mid-January.
The brand intends to make an emotional connect directly with the core target and has stayed away from using celebrities for this campaign. Emami has previously had stars such as Shah Rukh Khan, Sourav Ganguly and Sunny Deol in its advertisements.
The film features a mother talking about her son Rohan, while he is playing football in the rains.
She says that he has always been a fast runner and that he never falls ill if he plays in the rains. Apart from running, he is also very intelligent, she comments. She says, “There are many players but there can only be one captain.” The voice over says, “Kaabiliyat sab hi mein hoti hai par kamiyaab sirf woh hi bante hain jinka tan ho surakshit aur dimaag ho tez. Isiliye Sona Chandi Chyawanprash. “
On the campaign, Harsha V Agarwal, director, Emami, said, “A mother’s role as a nurturer and care-giver is indisputable. Through our new campaign, we aim to reach out to the mothers with our core product benefits. While the gold improves immunity, the silver in Sona Chandi Chyawanprash sharpens the mind, thereby helping the mother to protect her family’s health and realise their true potential.”
On the creative brief, Raghu Bhat, founder and director, Scarecrow Communications, said, “The product has functional superiority to others as it is the only Chyawanprash that has silver and gold to promote mental health and immunity. Thus, we wanted to primarily inform the audiences of the functional benefits of the product and create an emotional proposition, which will resonate with mothers.”
“The previous communication said, 'Sona de surakshit tan aur chandi banaaye dimaag tez', implying that if the mind and body are perfectly fit then an individual’s performance will be at optimum level. Thus, we came to the concept of potential and we developed the idea of ‘Kabiliyat bane kaamyabi.’ The three words ‘Kabiliyat bane kamyabi’ capture the essence of the new brand idea in a powerful, pithy manner,” he added.
Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar
Account management: Arunava Sengupta, Sukhvinder Wikhoo
Production house: Code Red Films
Director: Gajraj Rao
Voice: SM Zaheer