Flamingo, the consumer healthcare brand of Ascent Meditech, has started a 360-degree campaign with the launch of three TVCs, featuring Bollywood actor Hrithik Roshan.
Each TVC has the actor using one of Flamingo's products – Heat Belt, Knee Cap and Lumbar Sacro Belt (LS Belt). The campaign tries to build on the brand motto of “An Aid for a New Life”.
The TVCs focus on the three products, with Hrithik using each of the products to win over pain in his routine life. The brand will try to engage the existing and potential audience through diverse media interfaces such as television (across GEC, movies, music and news channels), print (in major dailies), digital, BTL (activities will be executed in chemist shops across India) and DTH networks.
Rakesh Kumar, VP Sales and Marketing, Ascent Meditech, said, “Our campaign, ‘Actor ki zindagi ho ya aap ki’…thrives on the diversity of the product audience. The campaign will strike the correct chord with millennials struggling with the hybrid work model as well as with homemakers who suffer from pain. The narrative and the finalised touchpoints also creatively capture a wider spectrum of audience demographics residing in Tier 1 and Tier 2 towns of India with creative messaging that speaks to the consumers on an individual level and provides them with a day-to-day pain tackling solution through Flamingo products."
Roop Naik, Creative Director, Zip Zaap Zoom Productions, said, “'Putting on the 'thinking hat' and then getting on the floors to shoot for the brand Flamingo has always excited me. The creative for Flamingo is true to the value of the products and their worth in our day-to-day life. There is no extra effort put into hard-selling the products. With Hrithik Roshan as the brand ambassador, it gets more challenging to balance Hrithik's megastar personality and brand communication. The sync has been perfect so far and each time you watch Hrithik the brand recall is immediate. Brand Flamingo and its motto of 'pain-free India' is true in its every word.”