Conceptualised by Rediffusion Y&R, the TVC shows how people are no longer scared of the bad guy, Mr Sardi Zukaam, because of Joshina
BestMediaInfo Bureau | Mumbai | August 5, 2016
Concerned mothers, sick children and tablespoons of glutinous coloured liquids have mostly dominated the common cold section in advertising. But Hamdard Joshina’s new TVC breaks away from the clutter and brings us a narrative from the perspective of the bad guy, in this context—Mr Sardi Zukaam.
Conceptualised by Rediffusion Y&R, the campaign shows the deplorable condition of Mr Sardi Zukaam who has lost his power now that Joshina has achieved victory over him. The ad has Rajesh Khera of Onida fame playing Mr Sardi Zukaam.
The TVC begins with Mr Sardi Zukaam narrating his sad story. Powerful and feared before the entry of Joshina, nobody fears him now. Children get wet in the rain without fear, boys play football in the rain with confidence and when a father and son do catch a cold, Joshina comes to their rescue, foiling Mr Sardi Zukaam’s nefarious plans.
Speaking on the campaign, Mansoor Ali, Chief Sales & Marketing Officer, Hamdard, said, “With the advent of monsoon, people, especially the young and the aged, are susceptible to common cold easily. With this campaign, we want to re-instil people’s faith in the power of herbal products that are fast, healthy and have no side-effects. The campaign is cheeky but delivers a strong message and brings the value of the product to the forefront effectively. We sincerely believe the Joshina TVC will be remembered for the differentiated treatment and narrative.”
Throwing light on the strategy behind the communication, Pranav Harihar Sharma, ECD North & West, Rediffusion Y&R, said, “In almost all cough syrup ads we see people sneezing and coughing, but here we see people getting wet in rains, having ice creams in winter and going for a jog in sub-zero temperatures. For the very first time people will see ‘sardi’ (cold) feeling dishonoured, frustrated and weak. The strategy was to turn the tables. We decided to use humour rather than fear in order to make a point in our communication.
“As a director I took a conscious decision of casting Rajesh Khera as Mr Sardi Zukaam. He fits perfectly in the character of sardi and is a damn good actor. I was 100 per cent sure that he will pull that character off, successfully. And he did,” he added.
Sharing her expectation from the campaign, Suman Varma, Head Operation, Delhi, Rediffusion Y&R, said, "I believe this creative will intrigue people. The personification of cold is fun to watch because it’s almost like watching the story from the point of view of cold and the way it gets bashed around when those who have a preventive syrup like Joshina stay healthy to fight the first signs and symptoms of cold. I hope we do wonders for the brand with this creative.”
Credits Client: Hamdard Agency: Rediffusion Y&R, Delhi Brand: Joshina President: Dhunji S. Wadia CCO: Rahul Jauhari Head-Delhi Operations: Suman Varma NCH: Jaideep Mahajan ECD & Writer & Director: Pranav Harihar Sharma Business Head: Saurav Ghosh Production House: Jigsaw Pictures Pvt. Ltd. Creative Producer: Rajnish Lall DOP: Andre Menezes Music Director: Hanif Shaikh Art: Sharpline Production & Accounts: Ritesh Vyas Assistant Producer: Anjali Jha Production Manager: Mukesh Kedare 1st AD: Nirmaan D Geeta 2nd AD: Sweetie Mohshin, Shon Kotian Costume stylist: Pampa Biswas Makeup and Hair: JD Jagtap Post Producer: Dhruv Thakkar Post Assistant: Jitesh Pandey Post Studio: Prime Focus Offline & Online Editor: RK Sound Studio: Purple Haze CG: Ottimo Ites Colourist: Sameer P Intern: Sanket Chaturvedi, Jagat Yajnik