Top Story


Home >> Advertising >> Article

Pudin Hara goes contemporary with new TVC

Font Size   16
Pudin Hara goes contemporary with new TVC

DDB Mudra has created a new TVC for DaburPudin Hara Fizz with the tagline – Pet Ka Fire Brigade.

Dabur launched Pudin Hara Fizz to expand its market share in the antacid powder category. It contains proven ayurvedic ingredients like mint and lime which act as aids to provide relief from acidity along with leaving behind a refreshing taste in the mouth. The cooling relief for acidity is the key differentiator for Pudin Hara Fizz.  The brief was to position Pudin Hara Fizz as a brand that owns ‘Thandak’ or providing ‘Cooling Relief’ in the antacid powder category and to make the brand cool and contemporary.

The challenge wasPudin Hara being a herbal-based product, has always seen as a traditional brand. This brand imagery needed to change. The second biggest challenge was to build awareness and establish the key differentiator of “Effective Cooling Relief” of the brand.

The strategy was to clearly establish the product’s attributes by crafting the situations and occasions that are related to the consumers.
Fire Brigade is the best symbol known to mankind to douse the fire. The idea behind Pet Ka Fire Brigade was to convey that Pudin Hara Fizz cools the burning sensation in the stomach just like a Fire Brigade.

Commenting on this, Ajay Singh Parihar, Category Head-Digestives, Dabur India said, “Pudin Hara Fizz marks entry of trusted Pudin Hara in antacid powder category. The communication uses fire spitting as a strong device to highlight problem & fire brigade as trusted symbol to provide cooling relief. Goodness of natural ingredients like lemon &mint has natural fit with the mother brand. The TVC has kept away from set patterns of category’s communication codes and offers relatable yet entertaining communication! The campaign will be supported on ground through activations & outdoors.”   

Speaking about the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, "The idea of a man belching fire came from the insight that when you have acidity, you feel a burning sensation inside. And what better than Pudin Hara Fizz to act as a fire brigade & help douse this flame!"

You can watch the ad here:


Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Chandy indulges in his love for reading and learning something new over the weekends

Though revenue from media operations grew by 10.6% yoy to Rs 760.8cr, the film production revenue declined by 18.0% yoy

At the inaugural one-on-one session between Aroon Purie, Chairman & Editor-in-chief of India Today Group and Anurag Batra, Chairman & Editor-in-chief BW Businessworld & Exchage4media Group, Purie spok...

At the 11th Indian Magazine Congress in New Delhi Rajdeep Sardesai, Consulting Editor, India Today, remembered the time when he used to work for Times of India