Hamdard Rogan Badam Shirin shows how to “expect more”

The 360-degree campaign, conceptualised by L&K Saatchi & Saatchi, is aimed at the upwardly mobile working class and youth

BestMediaInfo Bureau | Mumbai | January 6, 2016

Click on the image to watch the TVC.

Health & wellness company Hamdard Laboratories has launched a new campaign for its Hamdard Rogan Badam Shirin brand. Conceptualised by L&K Saatchi & Saatchi, the 360 degree campaign will be showcased across TV, Print, Outdoor and online media.

The campaign aims to make a serious effort to talk to the upwardly mobile working class who do not have time to take care of their health. The communication ensured the emphasis on highlighting Hamdard Roghan Badam as a 100% pure almond oil which has remarkable benefits. The thought behind the campaign is 'Expect more with multiple benefits of this oil,' and plays on a significant relevance to modern times – 'Duniya aapse bahut kuch expect karti hai.'

The film highlights the daily struggle of people and how they are expected to deliver more, and how people stretch themselves in their respective roles from being an efficient professional to a responsible and caring family member, or how a kid is expected to work hard to become an all-rounder and then, in addition, be a help to the parents. And to help them meet these expectations, Hamdard Rogan Badam Shirin helps them do more than expected. As a creative strategy, the communication pokes the audience and makes this point by asking, 'Par koi hai jisse aap karein expect…more?'

Mansoor Ali, Chief Sales & Marketing Officer, Hamdard Laboratories, said, “We are happy to see the outcome of the new Hamdard Roghan Badam TVC. It is in line with our vision of communicating with the young, urban and upwardly mobile people, and in bridging the classical generation gap. The campaign is fresh, uncluttered and touches a very basic human insight – that the world expects so much from you. With this TVC, we expect Hamdard to become a trusted name with the urban youth.”

Nilotpal, Brand Manager, Hamdard, added, “Everyone knows the benefits of raw almonds but perception changes drastically the moment you talk about oil. Hence, it was important to establish the fact that Hamdard Roghan Badam offers a convenient format to use, yet keeping the benefit of almonds intact. It also opens up the window of multiple applications. The campaign depicts fleeting moments of life with an objective to build stronger connect and relevance in day-to-day life of the target audience.”

L&K Saatchi & Saatchi's Creative Directors Ankit Garg and Abhishek Misra said, “While creating the campaign the challenge was two-fold. We had to make the brand relatable to the aspiring, multi-tasking people of modern cities along with highlighting the multiple benefits of the oil both in terms of imagery and relevance.”

They added, “It was clear that we wanted to pick up small moments from life that would highlight the 'extra effort' we are expected to put in, in a very realistic manner. Pick up situations that show the daily struggle but not often seen in commercials. That would bring the freshness and warmth to the brand.”

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/

The OOH:

Credits:

Brand: Hamdard Roghan Badam Shirin

Brand team: Mansoor Ali, Chief Sales & Marketing Officer; Nilotpal, Brand Manager

Creative Agency: L&K Saatchi & Saatchi, Delhi

Chief Creative Officer (North): Vivek Rao

Creative Directors: Ankit Garg, Abhishek Misra

Director: Rahul Sengupta

Production House: MagicBox

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