Travisil, a herbal cough lozenge, is all set to give Vicks a run for its money with its new campaign titled ‘Awaaz Uthegi’. The campaign features people tackling social issues such as corruption, dowry and eve teasing to drive home the point that with Travisil, one’s voice will never remain unheard.
Conceptualised by Mudra Health & Lifestyle, the multi-media campaign straddles across TV, radio and outdoor. The production house behind the campaign is Viaus TV.
Manav Malvai, Executive Creative Director, Mudra Health and Lifestyle, explained, “Travisil is a challenger brand to Vicks and Halls, who market their products with a very functional message that it relieves sore throats. But we took it one step further. It is also about enabling the consumer to find his voice for a cause. Thus, we have positioned the brand around the idea of ‘Awaaz Uthegi’, allowing one to raise his/her voice and speak up for a cause, sore throat no bar.”
Malvai added, “With Vicks enjoying a monopoly in the cough lozenges sector, Strepsils and Halls had to attempt to own the space of a sore throat reliever and have taken the functional advertising path. The challenge for us was to break the clutter. Given the terrific response that we are getting, I can say we have been quite successful in our endeavour.”
Speaking about the competition, Soumitra Sen, President, Mudra Health & Lifestyle said, “We wanted to break the clutter of the routine ‘Gale may khich-khich’ (irritation in the throat) and take it to another level. Hence, we took a creative leap with ‘Awaz Uthegi’. Travisil has 14 herbs, whereas Vicks has only four. We definitely have more to offer per rupee as compared to Vicks.”
The TVC shows a common man with a sore throat struggling to get his documents signed by a clerk. The clerk asks him irrelevant questions like, ‘How can you prove that the person in the photograph is you?’ The common man gets irritated, but the clerk glares at him and he has to give in. The clerk then in the form of gestures asks for some under-table commission, which instigates the common man to pop a Travisil in his mouth. The result? He gets his baritone back instantly. And in an assertive voice, the common man asks the clerk if he wants some tea or breakfast, a DVD player or a sari for his wife and makes the same gestures as the clerk. This unnerves the clerk and with the fear of getting caught taking bribes, he urges the common man to keep quiet and quickly signs the documents. (Remember ‘Lage Raho Munnabhai’?)
The creative rendition of Mudra Health & Lifestyle strengthens with the other two TVCs of the campaign. The second TVC shows a girl ridiculing dowry in front of her prospective in-laws by saying ‘Tell me the price of your son and we’ll buy him’, while the third TVC shows a girl at a railway station fighting eve-teasers.
The basic message of the TVC that remains in the minds of the consumer is the ability to raise one’s voice against social injustice. The three TVCs recently broke simultaneously on all news and entertainment channels.