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Saatchi & Saatchi creates new campaign for Otrivin Cold Tabs

Three 10-second TVCs have been rolled out to drive home the brand’s superiority as a cold relief product

BestmediaInfo Bureau | Delhi | December 15,2011

Saatchi & Saatchi has recently created a new campaign for the launch of Novartis’ new product, Otrivin Cold Tab. Interestingly, last year the agency had launched the ‘Let’s Decongest’ campaign for the brand. The campaign that started as a Facebook activation to engage with consumers went beyond just the product benefit, and was then extended as a mall activity in three cities. In a low-involvement category, it did not just start online conversations with the brand audience but also won the Supernova Global Brand Building Award in the 'audience' category.

This time, raising the bar to the next level, the challenge for the agency was to break through a category which is already flooded with innumerable options offering similar benefits, making it difficult for the consumer to judge which one is better. The agency had a two-fold task of providing a strong differentiating selling point for the brand along with optimum usage of media with 10-second TVCs.

The TVCs:

[youtube]http://www.youtube.com/watch?v=JRh5jAuFrQ8[/youtube]

[youtube]http://www.youtube.com/watch?v=6phF4kpsOGA[/youtube]

[youtube]http://www.youtube.com/watch?v=8TVNVKiz53s[/youtube]

Speaking about the campaign, Nisha Singhania, GM Saatchi & Saatchi, said, “The consumer for this brand belongs to SEC B and C who cannot afford to skip even a day’s work, and hence seeks a quick relief option which cures him of all the problems faced during cold.”

The idea behind the campaign was to establish the brand as a one-step solution to provide complete relief from cold. It plays on the concept that there are actually seven symptoms of cold and Otrivin Cold tablet has a unique advantage of solving all the seven symptoms.

Elaborating further on the campaign, Ramanuj Shastry, CCO Saatchi & Saatchi, said, “The creative idea is about dramatising the effect of each symptom in multiple TVCs and thereby establishing the brand as the ‘complete relief provider.’”

Currently, three TVCs -- Running Nose, Sneezing and Product -- are on-air.

Credits:

Agency: Saatchi & Saatchi India

Creative: Amit Acharekar, Sandeep Poyekar, Mustafa Rangwala, Sameer Gokhale

Planning: Kavita Kailas, Mittu Torka

Servicing: Ashish Dalvi, Anil Singh, Amita Gurumurthy

Info@BestMediaInfo.com

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