Multi-vitamin and mineral brand Wellman has appointed Publicis Beehive to manage its media mandate in India following a multi-agency pitch. Publicis Beehive will facilitate the UK-based Wellman’s launch campaign while developing a communication strategy for the brand to make an impact in the Indian market.
Wellman has appointed cricketer Virat Kohli as its brand ambassador. Kohli is a true embodiment of physical fitness, stamina and mental agility and strength. His coming on board will enhance its popularity and consumption by men in India.
Tej Lalvani, CEO of Vitabiotics, said, “We are delighted to announce the launch of Wellman vitamins in India through our major collaboration with global sports legend Virat Kohli. Wellman, the No.1 vitamins for men, has helped leading sports professionals and celebrities around the world achieve remarkable results, and we are excited that this will now be available in India."
Robert Taylor, Senior Vice-President and Global Marketing Head, Vitabiotics, said, "Wellman vitamins from Vitabiotics has truly pioneered nutrition for men globally. We are hugely proud that Virat Kohli, by far the biggest global name in cricket and the true embodiment of physical fitness, stamina and mental agility and strength, is a fan of Wellman vitamins and is personally using Wellman as part of his daily health and fitness routine, to help achieve optimum performance.”
Publicis Beehive has conceptualised a pan-India integrated ad campaign for Wellman that sees Kohli advocate the unique advantages of consuming Wellman products. It is centred on the insight that to succeed in today’s age one needs to be physically fit and mentally agile. Thus the need to consume Wellman that will help in enhancing physical fitness and mental sharpness.
Rohit Shelatkar, VP, Global Business Development, said, “Wellman is scientifically optimised for men, to nourish and restore the body, to help you stay physically and mentally at the very top of your game. When life becomes hectic, our attention to health is very often neglected. We eat the wrong food at the wrong time and frequently fall short in our daily requirements of vitamins and minerals. So, it's really important that the benefits of Wellman are now available for all men in India, with the message ‘Stay fit, be sharp’."
Paritosh Srivastava, COO, Publicis Beehive, said, “Wellman is a much-loved and consumed brand around the world. And so is its communication. The task for its launch in India was to weave a similar magic and make it appealing to the Indian audiences. The focus was thus on the two elements necessary for success: physical fitness and mental sharpness; hence the tagline ‘Stay fit, be sharp’. There couldn’t have been a better ambassador to embody this philosophy than the world’s best cricketer, Virat Kohli. We are confident that the communication will make quite a mark with the audiences in India.”
The campaign launch will be amplified across various platforms, including outdoor, print, digital and radio.
Wellman is an advanced range of vitamin supplements, designed for the nutritional intake and lifestyle needs of men at every stage of life. Wellman vitamins for men are based on extensive international research and provide comprehensive multivitamin formulations to help support men's health.
Agency: Publicis Beehive
COO: Paritosh Srivastava
Vice President, Media Services: Tejal Shastri
Media Director Planning: Atul Kasbe
Buying Head: Subramaniam Iyer
Media Manager: Kavita Dalvi
Media Planner: Amit Ghadi