Hamdard Laboratories has launched a new campaign for its brand Hamdard Rogan Badam Shirin. It’s a 360 degree campaign which includes TV, print, outdoor media and digital media.
According to the press release, the new campaign aims to make a serious effort to talk to upwardly mobile working class of people who does not have time to take care of their health.
The campaign was developed by L&K Saatchi and Saatchi and was shot by MagicBox productions.
The campaign is launched with the creative idea of ‘Expect more with multiple benefits of this oil’,and it stems from a very significant insight relevant in modern times – ‘Duniya aapse bahut kuch expect karti hai’. The film highlights the daily struggle and how people are expected to deliver more. How people stretch themselves in their respective roles from being an efficient professional to a responsible and caring family member. Or how a kid is expected to work hard towards being an all rounder and then in addition, be a help to the parents. As a creative strategy, the campaign has the tagline, ‘Par koi hai jisse aap karein expect more?’
Commenting on this, Mansoor Ali, Chief Sales & Marketing Officer, “We are happy to see the outcome of the new Hamdard Roghan Badam TVC. It is in line with our vision of communicating with the young, urban and upwardly mobile people; and in bridging the classical generation gap. The campaign is fresh, uncluttered and touches a very basic human insight that “The world expects so much from you…is there anything from which you can expect more? “With this TVC, we expect Hamdard to become even more of the trusted brand name that it has been for years, especially with the urban youth.”
Nilotpal, Brand Manager, Hamdard, said, “Everyone knows about the benefits of raw almonds but perception changes drastically the moment you talk about oil, be it 100% PURE. Hence, it was important to establish the fact that Hamdard Roghan Badam offers a convenient format to use yet keeping the benefit of almonds intact; It also open-up the window of multiple applications. The new campaign depicts fleeting moments of life with an objective to build stronger connect & relevance in day to day life of the target audience.”
Ankit Garg and Abhishek Misra, Creative Directors, L&K Saatchi and Saatchi remarked, “While creating the campaign, the challenge was two-fold. We had to make the brand relatable to the aspiring, multi-tasking people of modern cities along with highlighting the multiple benefits of the oil both in terms of imagery and relevance. It was clear that we wanted to pick up small moments from life that would highlight the ‘extra effort’ we are expected to put in, in an very realistic manner. Pick up situations that show the daily struggle but not often seen in commercials. That would bring the freshness and warmth to the brand.”
You can watch the ads here:
Brand: Hamdard Roghan Badam Shirin
Agency: L&K Saatchi and Saatchi, Delhi
Mansoor Ali : Chief Sales & Marketing Officer, Hamdard
Nilotpal : Brand Manager, Hamdard
Chief Creative Officer (North) : Vivek Rao
Creative Directors: Ankit Garg, Abhishek Misra
Director: Rahul Sengupta
Production House: MagicBox