Zydus Wellness’ Glucon-D has unveiled a film-led campaign featuring newly-signed brand ambassador, Pankaj Tripathi. With the tagline ‘Glucon-D de energy satasat, game mein lautaye latafat’ (Glucon-D provides energy quickly so you can get back in the game), the films depict situations that cause consumers exhaustion. McCann has conceptualised the two-film campaign.
The first film (above) shows a child playing cricket, with Tripathi playing the coach. When he asks the child to rest between sessions, the latter drinks Glucon-D instead for energy, thereby getting back to practice immediately.
The second commercial is set against the backdrop of a wedding where Tripathi and the planner are exhausted with all the work. Tripathi prefers to rest, while the planner whips out her Glucon-D for an instant boost of energy.
Tarun Arora, CEO, Zydus Wellness, said, “Glucon-D has always enjoyed top-of-mind recall and is trusted by millions of Indians to provide the instant energy they need. As we look to grow the brand aggressively, we wanted to offer a refreshed brand narrative so we can be a part of people’s energy needs not just in extreme situations like summer but through their daily routine as well. We are happy to have Pankaj Tripathi on board and are confident that he will help us reach a wider audience and build a deeper connection with every consumer.”
Himanshu Saxena, EVP and head of integration, Result McCann, added, "Glucon-D is an iconic brand. This campaign is going to drive this market leader brand to widen its appeal, relevance and promise to newer sources of market growth without losing its core equity. The tagline 'Glucon-D de energy satasat, game mein lautaye fatafat' will bring to life this re-energised brand ambition."
The films are live in seven Indian languages and will also be seen on digital and social media platforms.