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Pudin Hara Fizz is the stomach’s fire brigade

Pudin Hara launches Fizz with a new campaign by DDB Mudra North which breaks away from the category’s set communication pattern

Sohini Sen | Mumbai | May 7, 2014

Pudin-Hara-Fizz-TVC Click on the image to watch the TVC.

Pudin Hara, from Dabur India, has launched a new product for instant relief from acidity. Marking the launch, they have come out with a nationwide campaign which has been designed by DDB Mudra North.

Dabur’s decision to launch the Pudin Hara Fizz is aimed at expanding its market share in the antacid powder category. While Pudin Hara is a well-known brand, with Pudin Hara Fizz the brand was taking a bigger step. Pudin Hara Fizz contains proven ayurvedic ingredients like mint and lime which act as aids to provide relief from acidity along with leaving behind a refreshing taste in the mouth. The cooling relief for acidity is the key differentiator for Pudin Hara Fizz.

The idea was to launch Pudin Hara Fizz as a brand that will give a ‘cooling’ relief or ‘thandak’. It had to come across as cool and contemporary, unlike Pudin Hara which, with its Ayurvedic ingredients, was always seen as a traditional brand. The challenge for the creative agency was both to change the brand imagery and bring out the differentiator of the Fizz product extension which is its cooling power.

Sambit Mohanty Sambit Mohanty

Sambit Mohanty, Creative Head, DDB Mudra North, said, “The idea of a man belching fire came from the insight that when you have acidity, you feel a burning sensation inside. And what better than Pudin Hara Fizz to act as a fire brigade and help douse this flame!”

Keeping this in mind, the DDB Mudra team designed a TVC which compares acidity to a fire and Pudin Hara Fizz as the saviour – the Fire Brigade. The TVC opens with a man reading the newspaper when he suddenly burps and, much like a dragon, spits out fire. The same thing happens at his daughter’s birthday when she blows out the candles, but the daddy burps out fire and they are lit again. At the dinner table, he burns a hole in the table cloth. His wife is disgusted by it, and he is embarrassed. He then is rescued by Pudin Hara Fizz which cools him down. The product’s USP is shown nicely and Pudin Hara Fizz is the ‘pet ka fire brigade’ (the stomach’s fire brigade).

Ajay Singh Parihar, Category Head-Digestives, Dabur India, said, “Pudin Hara Fizz marks the entry of trusted Pudin Hara in the antacid powder category. The communication uses fire spitting as a strong device to highlight problem and fire brigade as a trusted symbol to provide cooling relief. Goodness of natural ingredients like lemon and mint has a natural fit with the mother brand. The TVC has kept away from set patterns of the category’s communication codes and offers relatable yet entertaining communication. The campaign will be supported on-ground through activations and outdoor.”

The TVC:

[youtube]http://www.youtube.com/watch?v=s1Zd1eXhDXU[/youtube]

Credits:

Client: Dabur India

Client team: Kishan Chutani (EVP Marketing), Ajay Singh Parihar(Category Head), Pawan Pandey (Group Product Manager)

Creative Agency: DDB Mudra Delhi

Chairman & CCO: Sonal Dabral

Unit Head: Vandana Das

Creative Head: Sambit Mohanty

Business Head: Ashwani Dhingra

Account Planning: Arun Sharma, Nisha Ganneri

Account Management: Yashaswi Bhatt, Kumar Deepak, Richa Shah

Art: Rajat Aggarwal

Copy: Kushagra Tuli

Director: Kopal Naithani

Production House: Raising Sun Films

Production Executive: Supriya

Sohini.Sen@bestmediainfo.com

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