Bayer Consumer Health’s Saridon, has rolled out an integrated relaunch campaign titled ‘Sar Dard Chupao Nahi, Mitao’ (don’t hide your headache, get rid of it). Conceptualised by Lowe Lintas, the TVC aims to highlight how Saridon can be the one effective solution for stress-induced headaches.
The film tells the story of a man who has a severe headache due to various responsibilities at a wedding. He walks around with a smiling mask, to prevent people from seeing his face down with a headache. The photographer notices his pain and hands him a Saridon, asking him not to hide the headache, but get rid of it.
Sandeep Verma, country head, Bayer Consumer Health India, said, “At Bayer, we are committed to positioning self-care as the topmost priority by making every day healthcare easily accessible. For over 50 years, consumers all over India have relied on Saridon to fight headaches. We want to motivate people to stop hiding their headache but instead act on it through their trusted ally Saridon. The best moments in life are the ones that are lived pain-free and when one thinks of getting rid of headaches, we want them to think of Sirf Ek Saridon.”
Ritu Mittal, head - marketing and digital, Bayer Consumer Health India, said, “India is known to be among the most resilient countries in the world, particularly in today’s times. While this resilience must be applauded and celebrated, we at Bayer believe that in the name of resilience, we must not see putting up with pain as a virtue. With this fresh and contemporary campaign on our iconic brand Saridon, we want to reconnect with young Indians to liberate them from feeling the need to put up a brave face when in pain. The new campaign ‘Sar Dard Chupao Nahi, Mitao’ is rooted in our brand purpose and encourages our consumers to triumph over headaches with Sirf Ek Saridon.”
Prateek Bhardwaj, chief creative officer, Lowe Lintas said, "We are thrilled to partner with a powerful brand like Saridon for their refreshing relaunch. It is an opportune time, especially in context to the current scenario for bringing forth/driving such a relevant conversation and solution to tackling issues/concerns rather than suppressing them. The TVC is a creative amalgamation of our innovative & engaging storytelling philosophy alongside Saridon’s rich lineage.”
The campaign will be rolled out across television and digital media and will be promoted across the brand’s social media platforms.