Glucon-D has launched its new TVC campaign featuring actor Pankaj Tripathi. With over 86 years of rich heritage, Glucon-D has built strong equity as ‘instant energy’ drink with refreshing and rejuvenating taste. Now as the brand looks to drive penetration aggressively across markets, it has brought actor Tripathi on board.
Glucon-D, the Glucose powder brand, is owned by FMCG company Zydus Wellness Limited, known for its health and wellness portfolio in Foods and Personal care categories.
Over the years, Glucon-D has become a go-to drink to recover instantly from extreme exhaustion and tiredness, especially during summer. Through the new campaign, with the tagline ‘Glucon-D De Energy Satasat, Game Me Lautaye Fatafat’, the brand wants to highlight how Glucon-D provides energy quicker than any other drink so that one can bounce back instantly and grab every opportunity through the day. By depicting situations that cause exhaustion, which consumers face on a regular basis, the brand is also trying to build relevance with daily tiredness to drive greater penetration among consumers.
Conceptualised by McCann, the TVC campaign will have two films featuring Tripathi in relatable situations. One of the TVCs is set amid a wedding preparation backdrop where Tripathi and the planner are tired of managing all the work in the middle of a sunny afternoon. Because of exhaustion, while Tripathi prefers to take a rest, the planner takes out her Glucon-D drink for an instant boost of energy to get back to work so that she can deliver the work in the best possible way to get more opportunities. The other TVC shows a kid playing cricket with Tripathi as the coach. When Tripathi asks the kid to take rest between sessions, he pulls out his Glucon-D instead for instant energy so he can get back to practice to grab the opportunity to become an all-rounder. Both TVC films highlight how Glucon-D brings people back to their instant best so they don’t have to lose opportunities due to everyday moments of tiredness.
Tarun Arora, Chief Executive Office, Zydus Wellness Ltd., said, “Glucon-D has always enjoyed top-of-mind recall and is trusted by millions of Indians to provide the instant energy they need. As we look to grow the brand aggressively, we wanted to offer a refreshed brand narrative so we can be a part of people’s energy needs not just in extreme situations like summer but through their daily routine as well. We are happy to have Pankaj Tripathi on board and are confident that he will help us reach a wider audience and build a deeper connection with every consumer.”
Talking about the association with Glucon-D, Tripathi said, “I'm delighted to be associated with this iconic brand which I’ve had since my childhood days. I have always loved all the fruity flavours and the refreshing feeling it leaves you with as soon as you drink it. Glucon-D is the perfect pick-me-up drink, when you are tired, giving you instant energy so that you can always give your best. Whether I’m on a shoot or at home doing my daily chores I always carry a bottle with me”
The campaign has been conceptualised by McCann.
Himanshu Saxena, EVP and Head of Integration, Result, McCann, added, "Glucon-D is an iconic brand. This campaign is going to drive this market leader brand to widen its appeal, relevance and promise to newer sources of market growth — without losing its core equity. The tagline — 'Glucon-D de energy satasat, Game main lautaye fatafat' will bring to life this re-energised brand ambition."
The brand is currently available in three popular variants of Tangy Orange, Nimbu Pani and Regular. As a part of brand extension plans and at the back of increased focus on immunity driven by the pandemic, the brand also launched Glucon-D ImmunoVolt, tasty energy bites for boosting immunity among kids, in 2020.
The TVC will go live in seven Indian languages and will see manifestations on digital and social media platforms.
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