Anacin strengthens brand presence with TV campaign

Anacin, a pain killer from Wyeth Consumer Healthcare, has been one of the most trusted and leading analgesic brands in India and has been in the market for quite some time. The brand has a strong presence in Maharashtra and the southern markets of Andhra Pradesh, Karnataka and Tamil Nadu.

by Pallavi Goorha Kashyup
Published - Sep 15, 2009 9:26 AM Updated: Sep 15, 2009 9:26 AM
Anacin strengthens brand presence with TV campaign

Anacin, a pain killer from Wyeth Consumer Healthcare, has been one of the most trusted and leading analgesic brands in India and has been in the market for quite some time. The brand has a strong presence in Maharashtra and the southern markets of Andhra Pradesh, Karnataka and Tamil Nadu.

The brand recently launched a new TV campaign to further strengthen its presence. The campaign created by DraftFCB+Ulka features popular actor Madhavan and reiterates Anacin’s brand promise of ‘Sardard ka full stop’.

Satish Ramchandran, Vice President - Healthcare & Interactive, DraftFCB+Ulka, said, “Anacin is an iconic brand with great brand equity. DraftFCB+Ulka is proud to partner with Wyeth Consumer Healthcare on Anacin. We have used our processes and tools, uncovered consumer insights and developed a simple clutter breaking communication, which connects with consumers.”

The TVC shows Madhavan at a film shoot with a splitting headache. When he is approached by a TV journalist on his way back to the green room, he tells her that he is suffering from a major headache and asks for an Anacin. The journalist comes to his rescue and offers him an Anacin. After consuming the pill, Madhavan is quickly back to his energetic self and gives a great interview before resuming the shoot.

Subodh Poddar, Creative Director, DraftFCB+Ulka, explained, “The story does give rise to certain dilemmas such as, if a celebrity is suffering from a headache, body ache or backache, what is he doing at the shoot? The ad exemplifies both the character of the brand and Madhavan himself, who are present when they are needed, and ensures that the job is done seamlessly. R Madhavan, being such a wonderful actor, put us at ease and the TVC looks great and natural.”

Happy with the agency’s creative and strategic work not only for the campaign but for the entirety of the brand, Jaijee Verghese, Group Product Manager, Wyeth Consumer Healthcare, said, “DraftFCB+Ulka gave us one of the fastest turnaround in terms of packaging, communication, collateral; giving us a good event management company for a very successful launch communication.”

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