Sona Chandi Chyawanprash relaunched with new brand positioning
Scarecrow executes a two-part campaign to highlight the product's essence as 'Kabiliyat bane Kaamyabi'
BestMediaInfo Bureau | Mumbai | November 27, 2012
Sona Chandi Chyawanprash, a premium brand from Emami Ltd, is all set to capture the eyeballs on primetime television with the launch of a new two-film campaign. The campaign, armed with a new brand idea – 'Kabiliyat bane Kaamyabi' – has been created by Scarecrow Communications.
The campaign brings alive the brand in a candid, endearing and emotional manner that connects with its primary target audience, namely, mothers. Directed by Gajraj Rao of Code Red Films, the 'Kabiliyat bane Kaamyabi' campaign of Sona Chandi Chyawanprash moves away from the traditional use of celebrities for the brand, focusing instead on the new brand idea.
Sona Chandi Chyawanprash, amongst its many ingredients, has gold and silver that not only fortify the immune system but also sharpen the reflexes of the brain. The product is consumed by the entire family primarily in winters. The brand has used celebrities such as Sunny Deol, Sourav Ganguly and Shah Rukh Khan in its advertising in the past.
“A mother's role as a nurturer and caregiver is indisputable. Through our new campaign, we aim to reach out to mothers with our core product benefits. While the gold improves immunity, the silver in Sona Chandi Chyawanprash sharpens the mind, thereby helping a mother to protect her family's health and realise their true potential,” said Harsha V Agarwal, Director, Emami.
Raghu Bhat, Founder Director, Scarecrow, said, “Our challenge was to communicate the product benefits and also to ladder it to an emotional payoff that flows seamlessly from the product. Hence the move to position Sona Chandi as a brand that can help fulfil human potential. The three words 'Kabiliyat bane kamyabi' capture the essence of the new brand idea in a powerful, pithy manner.”
Arunava Sengupta, Founder Director, Scarecrow, added, “The tone of voice is very believable and conversational. We hope that this will help build a bridge with mothers as the proposition has universal appeal.”
Manish Bhatt, Founder Director, Scarecrow, commented, “Mothers today are worried about the health of their families and kids and at the same time are also very competitive. These films appeal to both sides of the mothers and do a nice balancing act.”
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