M S Dhoni bats for Sun Pharma's Revital H

Conceptualized by Lowe Lintas, Delhi, the first television commercial featuring the Indian cricket captain was launched during the ICC World Cup. The pharmaceuticals company had signed him up as brand ambassador earlier in March

BestMediaInfo Bureau | Mumbai | March 18, 2016

Click on the image to watch the TVC.

After parting ways with actor Salman Khan as brand ambassador, Sun Pharma has released its first television commercial with star cricketer and Indian national cricket team captain, M. S. Dhoni.

Revital H, which is among the top 10 brands in the vitamin and dietary supplements category, now gets associated with Mahendra Singh Dhoni in a campaign bearing the tag line – “A Day with Dhoni”. Conceptualized by Lowe Lintas Delhi, the new campaign was timed with the ICC T20 World Cup.

The 30-second ad-film begins with a press conference, where Dhoni's success as a cricketer is attributed to simply luck. Dhoni invites the interviewer to spend a day with him, leading to the fictional 'A Day with MSD'. Revital H's brand ambassador is shown doing exercises, net practice, playing with his daughter and finally attending a charity function.

Dhoni's guest is exhausted even before the charity function begins, but the Indian cricket captain remains his active self. In the film, Dhoni takes Revital H at the breakfast table, before starting out on his day. The product appears again at the end of the commercial, when Dhoni speaks out the tagline.

The brand is positioned not just as a partner in good health offering physical energy, but also as an aid to mental agility. Revital H needed a persuasive and well differentiated message, delivered through a brand endorser who personified both physical fitness and mental alertness.

Subodh Marwah

Subodh Marwah, V.P. and Head, Sun Pharma Consumer Health Care, said, “The goal now is to expand our reach and induce higher trials and we plan to do it in a way that will be well received by the consumers. In Mahendra Singh Dhoni, we have found a perfect ambassador who is not only a physically fit athlete but also boasts of extreme mental agility – attributes that define Revital H at its core.”

The integrated campaign created by Lowe Lintas, Delhi, seems to have succeeded in positioning the brand as one which can be a partner in success, embodying both hard work and mental alertness.

Naveen Gaur

Naveen Gaur, President, Lowe Lintas, Delhi, said, “The challenge for the agency was to take a really popular leader brand like Revital H to the next level of growth by creating a highly persuasive campaign. In its attempt to become a fast-evolving, achiever society there is a huge stress that's laid on professional and personal success among individuals. The campaign attempts to position Revital H as a partner of success.”

Arun Iyer

Speaking of the campaign's approach, Arun Iyer, Chief Creative Officer, Lowe Lintas, said, “The campaign stems from the interesting insight that many times the success achieved by others is ascribed to their luck and all the effort that goes behind gets diluted. We took a leap on this insight and created communication that most Indians would resonate with.”

Revital H is positioned as daily health supplement for overall health and wellbeing, with H connoting 'Health'. It is the flagship brand of Sun Pharma Global Consumer Healthcare.

The TVC:

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

Credits:

Client: Sun Pharma Consumer Healthcare

Agency: Lowe Lintas, Delhi

Team: Subodh Marwah, Vikram Ahluwalia, Monika Badoni, Zubin Trikha

Creative: Arun Iyer, Mohit Arora, Abhishek Deshwal, Saarthak Dutt, Rahul Swami

Account Management: Naveen Gaur, Nikhil Mahajan, Anup Bhaskar, Rhea Bhudhiraja

Planning: Anurag Prasad

Production House: Chrome Pictures

Director: Manoj Pillai

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