Over the years, Hamdard’s cold and cough syrup brand Joshina has been known to be a natural remedy for cold and cough. The earlier communication revolved around the concept of ‘Joshina – Rakhe Sardi Khansi Se Ek Kadam Aage’, which was aimed at positioning the brand as a means to protect users from the effects of seasonal change and an impending cough and cold situation. To give the brand a youth appeal, the communication showcased young professionals consuming the product before being afflicted with cough and cold.
However, with consumer perceptions having undergone a rapid change and with the increasing competition in the market, Hamdard felt the need to re-invent the brand communication. Hence, Hamdard has now come up with a new campaign for Joshina, conceptualised by JWT Kolkata.
Speaking on the key insights for the new campaign, Tarundeep Singh Rana, Hamdard (Wakf) Laboratories, explained, “The brand needed to speak with mothers as kids are at the highest risk of getting affected by cold and cough. Further, consumers generally perceive that products that are fit for kids are good for the entire family, which provides the brand with an opportunity to target a larger set of audience. There was a need to position the brand as preventive syrup for cold and cough and a part of daily regime, ensuring long term usage of the brand.”
The film is seen through the eyes of a young child whose imagination gets the better of him when he is haunted by loud cough, sneeze, or hears the clearing of the throat of mummies, statues and portraits. The mother’s role is to act like an interpreter of the child’s fear – ‘Sardi Khansi wala Bhoot’ – and recommends a natural remedy that will act as a preventive shield from cough and cold.
Rana further informed that Rs 25 lakh was spent in the making of the commercial, which will be launched on November 25, 2009 and will continue till the first week of February, 2010. The same creative idea will be taken to print, radio and digital mediums in December 2009 and will continue till March, 2010.
Joshina is prepared on the principles of Unani system of medicine and is a unique combination of 12 essential herbs which help in building immunity and prevention from cold and cough.