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: