Emami has rolled out a new campaign for its Chyawanprash brand, Zandu Sona Chandi Chyawanprash Plus. The campaign consists of a TVC, press, outdoor and cinema, and has been created by Scarecrow Communications.
The film opens with a young boy walking down an airfield in flying uniform. He is greeted by senior officers with a salute. It is revealed that this is his dream as the boy is shown sleeping at home holding a toy plane. The boy's mother explains that the dream can be achieved by training the boy to be a ‘Bheem-Stein’ (with the strength of Bheem and intelligence of Einstein), and that can be achieved with Zandu Sona Chandi Chyawanprash Plus.
On the campaign, Harsha V Agarwal, director, Emami, said, “This year post revamping the entire marketing mix, we launched Zandu Sona Chandi Chyawanprash Plus. The objective of the re-launch is to offer the consumer a completely differentiated and relevant offering that keep’s up with today’s needs. Immunity is a generic offering by the Chyawanprash category, by fortifying our product with natural nootropic agents, our product offers the added benefit of mind power which is a category first and relevant in today’s competitive space. We expect the re-launch to reposition the age old category and give Emami a far larger role in the wellness space.”
Raghu Bhat, founder director, Scarecrow Communications, said, "Our communication had to establish the dual benefits and product superiority of the brand in a mother's mind. We used the insight that a mom wants to make her child's dream come true and also a creative device of 'Bheem-stein' to drive home the functionality. The use of a child as a fighter pilot in the opening sequence is another visual that adds to recall of the ad."
Arunava Sengupta, founder director, Scarecrow Communications, added, "It was very important for us to deliver the product promise of 'Plus' in an emotional yet hard hitting manner. Something that sticks with the viewer. Think the 'Bheem-stein' campaign does it really well."
Brand: Zandu Sona Chandi Chyawanprash Plus
Client: Harsha Agarwal, Nigel Saldanha
Agency: Scarecrow Communications
Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Sunil Gangras, Ashok Lad
Account management: Arunava Sengupta, Mansi Chaudhary
Production house: Infinity Films
Director: Vishal Manglorkar
Music: Rohan Vinayak