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Glaxo’s wake-up call to women

The campaign, conceptualised by Leo Burnett, gives an insight into the lives of Indian women and highlights the fact that after the age of 30, women can start losing calcium from their bones

BestMediaInfo Bureau | Mumbai | August 19, 2014

Glaxo Click on the image to watch the TVC.

GlaxoSmithKline Consumer Healthcare has entered the vitamin and mineral supplement category with Ostocalcium  - The Bone Health Expert. A TVC titled ‘Aadatein Badal Rahi Hain’, conceptualised by Leo Burnett, has been launched to mark this foray.

According to the International Osteoporosis Foundation, one in every three women (above 50 years of age) in India is at the risk of osteoporosis and this condition is estimated to affect 36 million Indian women in 2014. It is found that women often change their habits, but choose to ignore calcium deficiency in their diet and carry on without considering the long-term implications.

The campaign gives an insight into the lives of Indian women and highlights that after the age of 30, women can start losing calcium from their bones. There are no particular signs and symptoms as a result of which, they usually go unnoticed. The 35-second TVC starts with a woman standing at the airport queue waiting for her boarding pass and sits on her own suitcase/ trolley. The next frame shows another lady taking the elevator instead of the stairs to go to the first floor. It finally ends with a young mother shopping in the mall while her husband is carrying the child. All the three instances faced by three different women highlight the change in behaviour which is often neglected. It finally ends with the voiceover saying, “Ostocalcium...Swasth Haddiyon Ka Saathi.”

Rajeev Sharma, National Planning Director, Leo Burnett, said, "Women are the backbone of every family. However, it is quite surprising that they always neglect their health and don’t feel the need to take care of their weak bones until it’s too late. Ostocalcium helps to replenish calcium and in turn make the bones stronger, so that women can continue working with a smile. The campaign is aimed at being a wakeup call to women on this issue.”

The TVC has been made in Hindi, Bengali, Assamese, Telugu, Tamil and Marathi  for wider regional penetration.

The TVC:





Client: GlaxoSmithKline Consumer Healthcare

Brand: Ostocalcium Chewable Tablets

Brand Manager: Rishi Kalra

Creative Agency: Leo Burnett

Chief Creative Officer: Raj Deepak Das

National Planning Director: Rajeev Sharma

Business Director: Shampa Maitra

Executive Creative Director: Amit Nandwani

Creative Director: Kaushik Datta

Writers: Mukul Upadhyay, Amit Nandwani

Art Directors: Puran Chaudhary, Kaushik Datta

Account Management: Jason Aviet

Director of film: Abhijit Chaudhari (aka Dadu)

Production House: QED Films

Media Planning: Mindshare

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