To strengthen its presence in the health and immunity-boosting segment, FMCG giant Marico has recently announced its foray into the Ayurvedic category. The brand has launched the Saffola Arogyam Chyawan Amrut Awaleha, an ‘Ayurvedic Rasayana’.
For the offering, Marico has rolled out a new film-led campaign that showcases various traditionally established remedies by consumers to keep up their immunity and overall well-being. The film highlights what a day in one’s family looks like today, capturing how the increased awareness around immunity-boosting and Ayurvedic remedies has led to many modern-day consumers turning towards natural ingredients. The campaign has been conceptualised by 82.5 Advertising and Marketing Communications.
Sanjay Mishra, COO – India sales and CEO – new business, Marico, said, “While we embrace the new normal and resume our daily lives with a fresh perspective of putting our health first in today’s scenario, many of us identify with the relevance of old-school remedies. However, a lot of times, doing too many things and trying out a myriad of solutions with our busy schedules becomes a challenge. Saffola Arogyam Chyawan Amrut Awaleha is our effort aimed at bridging this gap, which gives our consumers the goodness of Chyawanprash with 50% Extra Amla, Ayush Kwath ingredients and turmeric. We want to position it as a wholesome immunity-boosting ritual for the entire family with the benefits of ayurvedic ingredients.”
Anuraag Khandelwal, ECD and creative head, Mumbai, 82.5 Communications, said, “When it comes to building immunity, ‘Dadi Maa ke Nuskey’ still hold a very important place in our lives. Age-old traditions and healing methods are still used in many households. We wanted to leverage this fact by informing our consumers that the benefits of all these methods can now be found in one product. And it is this ‘all-benefits-in-one’ approach is what Saffola Arogyam Chyawan Amrut Awaleha stands for.”
Creative agency: 82.5 Communications
Chairman and chief creative officer: Sumanto Chattopadhyay
Creative head (Mumbai) and ECD: Anuraag Khandelwal
Co-chairman and chief executive officer: Kapil Arora
Head of office (West): Krishnendu Paul
Creative team: Vihar Pathkar, Ramkrishna Raorane, Mahesh Kawathkar, Mangesh Lotikar, Aditya Narayan
Servicing: Sachin Ramchandani, Denise Fernandes
Planning: Rishabha Nayyar
Production house: Superfly Films
Director: Anuraag Khandelwal
Producer: Samson Vasave