Ace Boxer Vijender Singh is the Face of Patanjali Health Drink - Power Vita

The marketing campaign for the new product is led by a TVC conceptualised by DDB Mudra North

e4m by Venkata Susmita Biswas
Updated: Aug 11, 2017 8:06 AM


FMCG disruptor Patanjali Ayurved has roped in Olympian Vijender Singh as the brand ambassador for its new drink in the health food category which is the Power Vita. 

 

The marketing campaign for the new product is led by a TVC conceptualised by DDB Mudra North. This TVC is latest of Patanjali Ayurved’s product specific advertisements. The brief based on which the team at DDB Mudra North created the campaign was simple, to introduce Power Vita to the consumers and to bring forth its health benefits while highlighting its discounted pricing and its herbal enhancements. Boxing sensation Vijender Singh was signed because he complements the brand’s core values, the agency said. 

 

Until now, Patanjali Ayurved had just one but impactful brand ambassador in Baba Ramdev. We asked Vandana Das, President & Managing Partner, DDB Mudra North, how Singh fits into the brand image of Patanjali. “Baba Ramdev is the face of Patanjali and shall continue being its brand ambassador. Vijender Singh’s sportsmanship, down-to-earth image, fitness and strength go perfectly with Patanjai Power Vita since this product is all about giving strength, stamina and health to your family. There is nothing artificial in it,” she said. 

 

The team at DDB Mudra North intended to show that it’s not just Singh’s efforts that counted and that his success was also a result of the cumulative efforts and sacrifices of the entire family. The film shows Vijender’s entire family toiling with him during his practice. According to the team, the story boiled down to explain that for Vijender’s success and that it wasn’t just his nutrition that mattered, his family’s nutritional needs were important too.

 

In the past, Patanjali Ayurved’s ad for the Saundarya Ayurved range of products was criticised on social media channels for allegedly criticizing a ‘non sanskari’ girl. In the ad for Power Vita, Singh’s wife is depicted as an equal contributor for his success and glory. “I am not aware of the facial cream ad. It was not done by us. For the Patanjali Power Vita film, the shot comes in the film very naturally. We didn’t try to force it in the film to counter any such controversy. We just wanted to show how everyone in Vijender’s family, including his wife, puts their blood, sweat and tears to make him a champ,” said Das. 

 

Commenting on Patanjali Ayurved’s low ad spend, Das explained, “When a product is good, consumers start trusting the brand. And when the consumers start trusting a brand, it needs less advertising push. That’s the smart strategy from Patanjali.” She added that brand Patanjali is unique because it doesn’t need advertising to push sales, rather it needs it to create brand awareness and inform its customers about its wide range of products in every category.  

 




Agency credit:

 

President and Managing Partner DDB Mudra North – Vandana Das

Account Management – Ashwani Dhingra, Anshuman Bisht, Moumita Chaudhuri, Tanvi Kalra

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