Amrutanjan undergoes a makeover

Most brands are revamping their image and communication to target youth. Amrutanjan is the latest to join this bandwagon with its latest campaign 'Be Ready'. The campaign has been created by Mudra South.

Bobby Pawar, chief creative officer, Mudra says, "We are re-launching the brand to add more weight to it and to make it more relevant. We needed to re-energise the brand without changing its core proposition."

The campaign includes ten films which show slice-of-life situations in which people unexpectedly hurt themselves. The films have been given a 'candid camera' look. "We have communicated that Amrutanjan comes in handy whenever pain hits, which can happen anytime," adds Pawar. The media mix includes TV, outdoor and digital.

Sambhu Prasad, managing director, Amrutanjan Healthcare said, "Amrutanjan has been a tradition for our consumers since more than a century for the trust and legacy inherited. With the new campaign the brand has undergone a makeover, not just in terms of product improvement but also in terms of packaging and brand positioning making its values stronger than before."

The creative team includes Joono Simon, Madhumathi Ravi, Arvind Ramalingam, Saritha Rajagopal and Naveena. The film has been produced by Footcandles Films and directed by Ayyappa.