Emami has launched a multimedia campaign featuring Amitabh Bachchan that has been conceptualised by Leo Burnett Orchard and directed by Nitesh Tiwari.
In the film Amitabh Bachchan adorns the role of a village entertainer Raahat Raja who provides relief to the general public with his oil massage. The song is a nautanki style adaptation of the famous Bollywood classic "Sar jo tera chakraye" featuring comedian Johnny Walker.
The TVC shows how these issues affect people from various walks of life and Bachchan as the entertainer Raahat Raja suggests a head massage as the ultimate solution.
Harsh Agarwal, director, Emami said, "Triggered by the hot climate, Problems like headache get aggravated in the summers. Thus the demand for the product goes up."
The objective of the campaign is to build awareness around the multi-purpose benefit of Navratna oil that provides relief from headache, stress, body ache, sleeplessness etc.
Apart from the digital film, a 60 second TVC is being run across Hindi GEC, music, movie and news channels. This will be followed by 30 and 45 second edits along with a print and radio campaign.
The TVC which was launched on Sunday is expected to last till the end of summers.