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Otrivin shows the way not to be ‘nasally misunderstood’

The TVC by Saatchi & Saatchi is aimed at creating brand awareness and increase trials

Surbhi Chawla | Delhi | January 17, 2012

Saatchi & Saatchi has launched a new TVC for Otrivin, the flagship brand of Novartis India competing in the OTC nasal decongestant category. In a category which comprises remedies ranging from balms to tablets and inhalers to nasal drops, the consumers do not know how Otrivin provides superior relief.

The objective was to enhance trials and create brand preference amongst the target audience comprising males in the age group of 25-44 years. The campaign demonstrates the product as a convenient solution that gives instant and longlasting relief from blocked nose.

However, currently the consumers live with and ignore the problem of nasal decongestion until it is extremely severe and this was acting as a barrier in terms of getting trials.

Said Nisha Singhania, GM, Saatchi & Saatchi, Mumbai, “To develop the TVC, the agency tapped into the consumer insight that when a person is suffering from blocked nose he cannot speak clearly. This not only hampers his performance but also causes social embarrassment as he is ‘nasally misunderstood.’”

Hence, the creative team, taking a cue from this insight, decided to demonstrate the product benefit by establishing a situation where instant relief from blocked nose cannot be compromised upon. The scenario required that the protagonist has to sound his best, thus dramatising the efficacy of Otrivin.

The 30-second TVC opens to showcase a picnic situation which is easily relatable to consumers. The agency has positioned Otrivin as a brand which provides instant relief from blocked nose in just two minutes so that you are always prepared to make the most of every opportunity that comes your way.

Said Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi, “Moving beyond the norm of ads made for a problem solution category, the film is set in the retro period with exaggerated expressions from lead protagonists to add humour to it.”

The TVC:

[youtube]http://www.youtube.com/watch?v=CTC4sO2v2dU[/youtube]

Credits:

Creative: Amit Acharekar, Sandeep Poyekar, Sameer Gokhale

Planning: Kavita Kailas, Mittu Torka

Servicing:  Anil Singh, Amita Gurumurthy

Film:  Anuj Alia, Tatvika

Production house: Whodunnit

Director: Sujay Shetty

Surbhi@BestMediaInfo.com

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