Zandu Kesari Jivan runs with the 'Flying Sikh' Milkha Singh
The campaign has been conceptualised by Scarecrow Communications. This is Milkha Singh's first ever brand endorsement
BestMediaInfo Bureau | Mumbai | November 28, 2013
Click on the image to watch the TVC.
Emami Ltd has released a new campaign for their iconic premium Chyawanprash brand, Zandu Kesari Jivan, featuring athletics legend Milkha Singh. This is Milkha Singh's first ever brand endorsement. The campaign has been conceptualised by Scarecrow Communications.
The film opens on Milkha Singh reminiscing, while looking at some of his old photographs. Suddenly an emotionally charged track with the words 'Jazba hai, Junoon hai' kicks in. The video cuts to black and white scenes of a young Milkha Singh running, winning races and the audience cheering. His voice talks about how even at the age of 84, people maintain that he still appears young and fit. The film cuts to a park where you see Milkha Singh jog sprightly past two young men who are out of breath. Milkha Singh chides them saying, "Aap senior citizen hain jo itni jaldi thak gaye?" Milkha then goes on to reveal the secret of his vigour: two spoons a day of Zandu Kesari Jivan. The product window talks about the power of the prized 'kesar'. The film ends on a high with Milkha Singh running in the park.
Harsha V Agarwal, Director, Emami Limited, said, “Zandu, a pioneer and trusted leader in the field of Ayurveda for over 100 years, has been providing holistic care to millions of Indians across generations in various health facets. We are honoured to have the great Milkha Singh as the brand ambassador for Zandu Kesari Jivan, one of our premium Zandu OTC products. Our brand Zandu Kesari Jivan which promotes good health, youthful vigour and energy, found a perfect fit in Milkha Singh who, even at the age of 84, is a symbol of youthfulness and vigour.”
Raghu Bhat, Founder Director of Scarecrow Communications, commented, “After five takes of the running sequence, the young guys in the park were actually panting while Milkhaji was absolutely fresh! Using Milkhaji is the perfect example of disruption and creativity in casting. More importantly, there is an absolute fit with the brand promise and what Milkhaji stands for.”
Arunava Sengupta, Founder Director, Scarecrow, added, “Kesari Jivan is a premium Chyawanprash and traditionally, kesar is seen as a prized ingredient. The rousing treatment and associating with a name like Milkhaji lend the brand the requisite stature and help justify the price premium.”
There was an interesting aside during the shoot. While waiting between shots, Milkha Singh got bored sitting. He said: “Baith baith ke pair thak gaye mere. Thoda tahal ke aata hoon.” And he set out for a stroll!
The TV campaign will be supported with press, outdoor and cinema advertising.
Apart from Zandu Kesari Jivan, Scarecrow handles four other brands from the Emami portfolio.
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