Zandu Sona Chandi conjures a 'Bheem-stein' for its relaunch

Scarecrow has conceptualised the new winter campaign for Emami's Chyawanprash brand, Zandu Sona Chandi

BestMediaInfo Bureau | Delhi | November 27, 2013

Click on the image to watch the TVC.

Emami has rolled out a new winter campaign for its Chyawanprash brand, Zandu Sona Chandi. The campaign has been created by Scarecrow Communications. The TV campaign will be supported with press, outdoor and cinema advertising.

It opens on a grand opening shot of an aerodrome. You see a nine-year-old boy emerge wearing a fighter pilot's uniform. A couple of senior officers salute him as he walks past. The scene dissolves to the boy's bedroom where the boy is fast asleep. That's how you know it was a dream sequence. The boy's mother talks about Rohan's dream of becoming a pilot. But in order to achieve that, he needs to become a Bheem-stein, which means he has to be strong like Bheem and intelligent like Einstein. This is followed by a product window that explains how Zandu Sona Chandi has herbal ingredients and natural nootropics that aid immunity and mental agility.

Harsha V Agarwal, Director, Emami Limited, said, “This year, post the revamp of the entire marketing mix, we launched Zandu Sona Chandi Chyawanprash Plus. The objective of the re-launch is to offer the consumer a completely differentiated and relevant offering that keeps up with today's needs.  Immunity is a generic offering by the Chyawanprash category by fortifying our product with natural nootropic agents. Our product offers the added benefit of mind power which is a category first and relevant in today's competitive space. We expect the re-launch to reposition the age old category and give Emami a far larger role in the wellness space.”

Raghu Bhat, Founder Director, Scarecrow Communications, said, "Our communication had to establish the dual benefits and product superiority of the brand in a mother's mind. We used the insight that a mom wants to make her child's dream come true and came up with the creative device of 'Bheem-stein' to drive home the functionality. The use of a child as a fighter pilot in the opening sequence is another visual that adds to recall of the ad."

Arunava Sengupta, Founder Director, Scarecrow Communications, added, "It was very important for us to deliver the product promise of 'Plus' in an emotional yet hard-hitting manner, something that sticks with the viewer. I think the 'Bheem-stein' campaign does it really well."

Apart from Zandu Sona Chandi, Scarecrow handles four other brands from the Emami portfolio.

The TVC:

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

Credits:

Brand: Zandu Sona Chandi

Client Team: Harsha Agarwal, Nigel Saldanha

Agency: Scarecrow Communications

Creative Team: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Sunil Gangras, Ashok Lad

Account Management: Arunava Sengupta, Mansi Chaudhary

Production House: Infinity Films

Director: Vishal Manglorkar

Music: Rohan Vinayak

Info@BestMediaInfo.com

Info@BestMediaInfo.com