Campaign India Team
May 06, 2014

Pudin Hara's fizz to act as fire brigade for the stomach

Watch the ad film conceptualised by DDB Mudra here

Dabur has rolled out a new TVC for its antacid Pudin Hara

Created by DDB Mudra, the film has been created to change the brand image as well as build awareness about the 'cooling relief' provided by Pudin Hara.
The film features actor Ram Kapoor. It opens with a shot of Kapoor reading the newspaper and feeling uneasy. He releases gas in the form of a burp (full of fire), which ends up burning his newspaper. He's then shown standing besides his daughter as she's cutting her birthday cake. She blows the candles on her birthday cake, only for them to be lit immediately again, courtesy Kapoor's fiery burp. The third instance shows Kapoor creating a burn in his table sheet as he burps during a meal. That's when the voice over asks Acidity waali aag, toh pet ka fire brigade bulao (If you've got acidity with a burning sensation call the stomach's fire brigade) and introduces Pudin Hara
Ajay Singh Parihar, category head-digestives, Dabur India, said, "Pudin Hara fizz marks entry of trusted Pudin Hara in antacid powder category. The communication uses fire spitting as a strong device to highlight problem and fire brigade as trusted symbol to provide cooling relief. Goodness of natural ingredients like lemon and mint has natural fit with the mother brand. The TVC has kept away from set patterns of category's communication codes and offers relatable yet entertaining communication. The campaign will be supported on ground through activations and outdoors."
Sambit Mohanty, creative head, DDB Mudra North, said, "The idea of a man belching fire came from the insight that when you have acidity, you feel a burning sensation inside. And what better than Pudin Hara Fizz to act as a fire brigade and help douse this flame."
Agency: DDB Mudra Delhi
Chairman and CCO: Sonal Dabral
Unit head: Vandana Das
Creative head: Sambit Mohanty
Business head: Ashwani Dhingra
Account planning: Arun Sharma, Nisha Ganneri
Account management: Yashaswi Bhatt, Kumar Deepak, Richa Shah 
Art: Rajat Aggarwal
Copy: Kushagra Tuli
Director:Kopal Naithani
Production house: Raising Sun Films
Production executive: Supriya
Dabur India Limited
EVP marketing: Kishan Chutani
Category head: Ajay Singh Parihar
Group product manager: Pawan Pandey
Campaign India

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