Dr Batra’s Homeopathy has launched its new advertising campaign, #PhirSeBachpan. The integrated campaign conceptualised by Water Communications combines a mix of TV, Radio, Digital and Printadvertisements that went live on 1stJuly 2017. The media planning for this campaign is done by OMD Mudramax.
The #PhirSeBachpanTVC begins with a small child looking into the mirror as he plays with his bouncy hair. A peppy jingle plays in the background. The child then transforms into an adult version of himself, who seems evidently disappointed with his scanty hair. He is seen attempting to conceal his bald patch with the jingle ending on a low note. The TVCconcludes with a voiceover, ‘Treat your hair loss with Dr. Batra’s™ Homeopathy.’
Sanjeev Dhiman, Chief Marketing Officer, Dr.Batra’s Group of Companies, said, “DrBatra’s has been synonymous with homeopathy and hair care for over three decades. Infact, 45% of our business comes from the hair segment. With the Indian hair care market growing at 18% and Indian homeopathy industry growing at 30%, we see this as an opportunity to further consolidate our position in this segment. While our previous campaigns were predominately focused on print, through this campaign we have shifted our focus to TVC, radio and digital mediums with print being a support medium. Having marked our presence in 130 cities we strongly feel that it’s the right time to expand our reach through the TVC.”
Speaking about the campaign, Dhiman further added, “Many of us yearn to relive our childhood days for all the good reasons. It is that golden phase when one is blessed with the best of natural wellness, which is lost over the years due to several health, lifestyle and environmental related factors. We believe that the audiences will be charmed by the child’s cuteness and feel sympathetic towards the adult version of him thereby driving a compelling message of not neglecting hair lossbut rather treat the root cause of it with homeopathy.”
Vandana Sethhi, CEO and Creative Thinker, Water Communications, said, “The new campaign celebrates the joy of childhood - hair in particular and wellness at large, offering a chance to restore the same with DrBatra’s Homeopathy. Childhood! A time we all want to travel back to and hence the campaign message#PhirSeBachpan!”
Gerald Roche, Sr. VP & Principal Partner of OMD Mudramax, said, “The plan for Dr Batra’s new campaign is centred on achieving business goals in targeted markets. It was heartening to see the level of empowerment and confidence that Dr.Batra himself placed in the media agency; and we are more than delighted to go the extra mile in making sure that this campaign plan delivers on its stated objectives.”
CreativeTeam:RaginiSomani, BasitShaikh, AkashShandilya, VinayaSalvi&VinayakPolekar
Film:Phir Se Bachpan- 25/20Secs