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Hamdard Laboratories says Joshina can help to shoo away Mr Sardi Zukham in new spot

Recreating Mr Sardi Zukham’s personification, the TVC focuses on how Joshina is effective against flu and cold, considered as a troublemaker in these Covid times. The agency and production company engaged in the campaign is M.O.M. (Mortals On Mission)

Click on the Image to watch the TVC.

Hamdard Laboratories (Medicine Division), a Unani brand, has launched an integrated marketing campaign for Joshina — a natural remedy for preventing and treating the effects of cold and cough.

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With its mantra of ‘Sardi se pehle hi sardi ka tod, Joshina fights various flu-like symptoms and defeats sardi zukham in an engaging and empathetic manner to prevent individuals from any microbial infection amid the Covid-19 outbreak. It is ready to use — a form of Joshanda to cure common cold, catarrh, cough, sore throat and fever due to flu.

Recreating Mr Sardi Zukham’s personification from 2016, the latest digital TVC focuses on Joshina’s preventive measure against seasonal flu and cold, which is more than a regular troublemaker in breathing rather it, is affecting the mental harmony of individuals amid the Covid-19 outbreak. The campaign further fortifies Joshina’s effectiveness against cold and cough. As an integrated marketing campaign, Hamdard Laboratories will utilise POS, radio, digital platforms, and other mediums to engage with their specific target audience, and it will be further amplified through print media. 

Suman Varma, Chief Marketing Officer, Hamdard Laboratories (Medicine Division), said, “A nagging cough and cold can ruin anybody’s day by making them feel sluggish and irritable. Joshina is a time-tested product that fights the first signs of cough and cold. It also provides relief to itching throat. In times like today, it is worth treating the body with natural ingredients. Joshina is an amazing product for respiratory health and is known for its preventive power. Joshina can be consumed by people of all age groups without any apprehension regarding its side effects.”

Pranav Sharma, Creative Head, said, “Sardi, cough and cold is like an unwanted guest who comes visiting every year and stays in our body, leaving us exhausted. However, with Covid-19, a regular cold is viewed suspiciously. Even a mild cough and cold today is viewed as a symptom of something bigger, thus raising the antenna for doubt and suspicion. Joshina is a perfect cure to kills sardi in the bud stage .The film is treated like a suspense thriller. Sardi is personified. We have tried to make it relevant in the present scenario and highlighted the product’s efficacy.”

Joshina is a natural formulation made from 12 essential herbs such as Tulsi, Mulethi, Amlatas, Unnab and Saplstan, etc., as a preventive treatment against common cold and cough. The all-natural, non-sedating formula works magically to provide relief from chest congestion, stuffiness of the nose, and cough, without any side effects. The herbal concoction can be consumed with water as and when the individual counters any seasonal flu-like symptoms.

The product is easily available in all chemist shops, modern trade, and e-commerce sites such as Amazon, Healthmug and 1MG. 

The TVC:


Brand: Hamdard Joshina

Team Hamdard: Uzma Majeed, Abhishek Kumar, Shariq Afaq, Suman Varma

Agency & Production Company: M.O.M. (Mortals On Mission), Mumbai

Idea, Script, Screenplay, Dialogue, Direction: Pranav Harihar Sharma

Director(s) of Photography: Emil Ashok

Producer: Darpan Trisal

Director-Operations & Creative Producer: Reena Oberoi

Executive Producer: Vikash Arya

Music Director: Hanif Shaikh

Sound Design: Shubhankar

Sound Studio: Tribute

Editor (Offline/Online/Grade/VFX): Protim Khound

AD: Tripti Mehta

2nd AD: Raja Dwivedi

Art Director: Martand Mishra

Casting Company: M.O.M. (Mortals On Mission), Mumbai

Cast: Rajesh Khera, Mithilesh, Vikram, Saurabh, Maahir


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