Dabur Pudin Hara has rolled out an ad film titled, 'Dil ka dard chip sakta hai, pet ka nahi' (The pain of the heart can be hidden but, stomach pain cannot). The film has been conceptualised by DDB Mudra North and went on air on 11 May.
The TVC opens with two friends having a meal at a restaurant. One of them teases the other about a newly-wed girl at the next table, making his friend visibly upset. The friend relentlessly keeps at the teasing, stopping only to ask if his friend is in pain. The friend being teased finally speaks up as he confesses that the reactions are due to pain, but that of the stomach and not because of a heart break. A voice over says, 'Dil ka dark chip sakta hai. Pet ka nahi” (The pain of the heart can be hidden but, stomach pain cannot) as the film cuts to an animation of the product.
The film ends with the man in pain and the woman exchanging pleasantries.
Rana Banerjee, head, marketing-healthcare, Dabur, said, “Dabur Pudin Hara is the one of the most trusted brand among consumers within Dabur’s portfolio. Despite such stature brand was under pressure of being relevant to today’s consumer. Thus, the new campaign tries to establish and achieve a meaningful role in consumer‘s life. Campaign is built on strong consumer insight that Stomach pain due to gas or indigestion leaves one in a state of acute discomfort & hiding it is not possible. Campaign was built on this strong insight only that ‘Dil ka dard chhup sakta hai, Pet ka nahin’. Thus, positioning brand as the only specialist solution for Stomach pain.”
Sambit Mohanty, creative head, DDB Mudra North, said “Pain caused by stomach ache is more apparent than the pain of heart break – this twist in the tale is at the heart of our new work for Dabur Pudin Hara. In a humorous manner, it firmly establishes Pudin Hara as the sole solution for any stomach related issue."
Creative agency: DDB Mudra North
Chairman and CCO: Sonal Dabral
President, DDB Mudra North: Vandana Das
Business head: Ashwani Dhingra
Creative team: Sambit Mohanty, Shivil Gupta, Subhashish Datta, Vishal Singh
Account management: Richa Shah
Account planning: Sumeer Mathur
Director: Rahul Sen Gupta
Production house: Milestone Films