Sun Pharma Consumer Healthcare, a division of Sun Pharmaceutical Industries has rolled out a campaign for its brand Abzorb dusting powder, featuring its new brand ambassador actor Pankaj Tripathi. Conceptualised by Lowe Lintas, the film titled 'Apnao Abzorb ka haath' (make use of the Abzorb hand) talks about the uses of the products to keep fungal infections at bay.
The campaign film features Tripathi's workers scratching their skin in the scorching heat. He then asks them to use Abzorb's hand, and not their own to prevent any skin related uneasiness. The film ends with Tripathi asking his workers to put their hands to good use and narrating the many uses of the powder.
Vidhi Shanghvi, business head, Sun Pharma Consumer Healthcare said, “Summers can mean a period of itching and fungal infection, and it is extremely hard to shake off once you get it. The new campaign aims to sensitise consumers about the advantages of keeping sweat and its associated problems at bay by using Abzorb dusting powder daily. Unlike regular talcum powders which provide only a cooling sensation, Abzorb’s unique combination of talc and starch ensures superior sweat absorption and strong protection against fungal infections due to clotrimazole."
Madhu Noorani, president, Lowe Lintas said, "Fungal infection is a covert but common problem that worries many. In this campaign, Pankaj Tripathi in his usual demeanour and light-hearted way advocates people to curb the problem of sweat and fungal infection-related problems in advance, so that one can focus on doing better, greater work.”
Creative team: Madhu Noorani, Sanchita Sinha, Varsha Iyer, Jeet Singh
Strategy Team: Anurag Prasad, Abhishek Joshi
Account Management Team: Shantanu Sapre, Shweta Iyer, Shivangi Sanghvi