Speaking to Campaign India, Amitabh Chatterjee, creative director, Saints & Warriors said, "For the first time in India, haldi was being used as a key ingredient in a cough syrup. D’cold Natural is fortified with turmeric, plus 10 other natural ingredients like tulsi, ginger and mulethi, among others. We had to convey this in our communication."
Elaborating on the idea and the communication objective, Chatterjee said, "Monsoon, winter and other seasonal changes make kids vulnerable to cough and cold. And mothers, and even their mothers, have always trusted the natural goodness of Haldi (turmeric) to fight these ailments. For centuries, Haldi has enjoyed a reputation of providing the best cure against cough and cold. Everybody remembers their childhood when they were forced to drink milk boiled with turmeric. It tasted terrible, but it worked wonders.
"Haldi has anti-bacterial properties that help provide quick relief from cough during cold and from chest congestion. Even medical research has proven the usefulness of haldi. Hence, from all points of view, the team at Paras and Saints & Warriors felt that the Turmeric story would resonate with the consumer and would do so in a big way," he adds.
Watch the TVC here:
Children in a schoolbus happen to hear a fart, and turn around to look at the boy who seemed like the source of the noise. The boy looks at them, alarmed, and tells them it wasn’t him and instantly swears by his mother. Next, a teacher happens to find that the answer sheet of twins happens to have identical answers. However, they say “No Miss! Mother promise...” when asked if they've been copying. The TVC makes a connect between children and the unquestioning trust they have in their mothers, and the trust that mothers have in D’Cold Promise, when their children have coughs and colds.
Commenting about the connect between D'cold Natural and 'mother promises', Pradip Mohindroo, group head, Saints & Warriors said, "Mothers have always had an inherent suspicion about medicines, especially cough syrups. They always fear that these products come with side effects which would harm their children's health. To allay these fears, it was decided to highlight the natural aspect of the product."
He adds, "Once it was decided to go ahead with the haldi story – and its heritage of trust and superior efficacy against cough and cold, and the absence of side effects in D’cold Natural, everything naturally fell into place."
Chatterjee also spoke about the execution of the campaign. He says, "It was absolutely imperative to get characters who would have the air of believability about them. Care had to be taken to ensure that the kids didn’t come across as characters who were lying their way out of tricky and uncomfortable situations, simply by swearing by their mother. It was a delicate balancing act, which the actors managed to carry off with aplomb – thanks to the director.
"Plus, the creative team went through nearly 50 different renditions of farts before selecting the one that was finally used!" he adds.