Ranbaxy has recently kicked off a TVC for its brand Volini, which is a pain reliever. The creative agency behind the campaign is Saatchi & Saatchi Delhi. The TVC was scripted by Saurabh Yadav of Saatchi & Saatchi. The basic concept of this TVC is that while the current lot of pain relievers offers relief that allows one to get back to daily routine, Volini's quick absorb formula promises “real relief”, which allows one to enjoy life to the fullest.
Yoshita Swarup Sharma, Category Manager, Ranbaxy Consumer Health Care, said, “The brief we gave to the agency was to communicate superior pain relief. As a pain relief product, Volini is very popular.”
Vijay Simha, Associate Creative Director, Saatchi & Saatchi, said, “For over 15 years, Volini has been a doctor-prescribed pain reliever. Now is the time for it to go over the counter. However, Volini has a very low recall, as a doctor-prescribed medicine’s name is hardly remembered. Also, most pain sufferers have experimented with almost all brands of pain relievers available in the market and have settled on their favourite. But they do feel the need for a better, more effective remedy for their ailment. This is where Volini could score with its quick absorbing formula, which is easily absorbed into the skin without the need for massaging.”
According to Simha, research showed that the Indian woman yearns not only for role-fulfillment as a wife and mother, but also for a life full of fun and frolic. “Hence the challenge was to find a place in the hearts and minds of today’s women, whose back and joint pains take a toll on not just their daily routine, but also on the way they live and enjoy life,” he elaborated.
The TVC is about a modern-day mother participating in a Parent’s Sports Day competition being held in her son's school. She loses out in the sack race owing to severe backache, which disappoints her son. However, relief comes in the form of Volini pain relief gel, offered by another parent who happens to be a doctor. In her eagerness to impress her son, the fully-relieved mother goes on to lead a cycle race by a mile. But it turns out that it was a slow cycle race, and the slowest one gets to win. She takes the faux pas in her stride and gets into a playful mood with her son, who playfully challenges her to win the next race.
Simha added, “The TVC broke on air in main entertainment channels on September 26, and is being targetted at women as research shows that they are more prone to pains with greater frequency. Apart from the TVC, we also did some print advertising in August. We will be targetting female magazines soon, as also do below-the-line activities.”