Noted lyricist Gulzar is directing the advertising campaign for Ranbaxy’s new consumer healthcare business. The commercials, which will go on air on October 7, have been conceptualised by the healthcare division of Ogilvy & Mather (O&M).
The television campaign consists of two television commercials — one in Hindi and the other in English — of 40 seconds each.
Besides Gulzar, who has also penned the lyrics for the Hindi version of the campaign, there are many other big names of the film world associated with the campaign. The commercial has been produced by Bobby Bedi of Train to Pakistan and Bandit Queen fame.
Vishal Bhardwaj has composed the music while the aalap towards the end of the ad when the branding comes through has been sung by Kavita Krishnamoorty.
Ranbaxy has launched the new consumer healthcare division, called Ranbaxy Global Consumer Healthcare (RGCH), for launching its OTC and herbal products starting October 1.
The ad campaign will centre around the ‘nava rasas’ — the nine core emotions of life. These are veer, sringaar, shoka, shanta, rudra, bhaya, karuna, hasya and adbhut. The main purpose of the ad is to strike an emotional chord with the consumers.
After the initial ad campaign, the company will also launch a series of campaigns for its individual OTC products like Revital, Garlic Pearls, Gesdyp and Pepfiz.
While O&M will has been assigned the task of working on the corporate umbrella campaign as well as the launch of the herbal products, Trikaya Grey will conceptualise the brand strategy for the individual OTC brands.