Raahil Chopra
Aug 31, 2010

JWT creates new TVC for 'Headfast'


JWT creates new TVC for 'Headfast'

JTW (Delhi) has conceptualised a new TVC for the launch of Iodex's new offering 'Headfast'. The TVC looks to re-position the brand 'Iodex' as a cream that works 'above the neck' too.

The TVC for Headfast opens with a man shown returning home from work with a severe headache. The reason for the headache are the several sounds he has heard during the ay which are portrayed on his forehead. They include car horns, the sound of a kitchen appliance, a television and a baby crying. That's when the voiceover introduces 'Headfast' the new pain relief by Iodex. The film ends with the man shown headache free and a smile on his face.

Commenting on the TVC, the JWT team that worked on the TVC said, "Iodex has traditionally been associated with a˜below the neck’ pain areas only. With headaches being the most commonly suffered pains, we wanted to explore this sizeable opportunity in ‘Headache’ category. The brief was to enter the new Headache category and establish Iodex as a complete pain solution provider with its latest offering - fast acting headache specialist ‘Headfast’. We leveraged on the fast action promise of new Iodex Headfast to cut through the over-crowded, over-promised category."On the insight used for the commercial, they added, "Headaches are a big hindrance in today’s fast paced life and they can completely immobilise you. Even the slightest sound has a magnified effect on you and can accentuate your headache. It’s as simple as that. So, we used simple everyday household objects rendering their magnified effect on the most obvious canvas – the forehead and forehead lines were used effortlessly to express these irritating elements. Forehead lines are the quicke st indicator to point out the effect of headache. We tried to bring out the story alive using these lines on the forehead."


The campaign will be used in the print segment too.


Agency: JWT Delhi

Creative: Surjo Dutt, Tanurupa Pal

Servicing: Dalbir Singh

Planning: Ankit Vohra

Client: Raghav Gupta

Production House: Q.E.D. Films Pvt. Ltd.

Director: Abhujit Chaudhuri (Dadu)

Producer: Anju Vaswani

Post: Rythm & Hues

Campaign India