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Contract Advertising’s #BanoKhudSeBehetar campaign for Lupin’s Be One features actor Hrithik Roshan

In the recently launched campaign, the protagonist, Roshan, challenges his other self to not give up and be better in every task

Contract Advertising, a part of the Wunderman Thompson Group and member of the WPP network, has created the #BanoKhudSeBehetar campaign, featuring actor Hrithik Roshan, for Lupin’s Be One 100% Ayurvedic Energy and Immunity capsules.

In the recently launched campaign, conceptualised by Contract Advertising, the protagonist, Roshan, challenges his other self to not give up and be better in every task.

A movie poster was launched on social media to announce that something exciting is coming soon ahead of the campaign launch:

This was followed by the launch of a motion poster, triggering some more excitement:

Social media started buzzing with comments and guesses on what kind of movie it would be and #BanoKhudSeBehetar became one of the trending hashtags on Twitter on December 30, 2021.

The film was launched on January 21, 2022 across social media channels and TV channels.

Anil Kaushal, Head OTC Business, Lupin, said, “In today’s highly demanding times, a product like ‘Be One’ is only increasing in relevance. The consumer today, is looking to constantly better themselves and this is where ‘Be One’ comes in as a motivator to ensure they have the energy and health needed in this journey.”

Supratik Sengupta, Head of Marketing, Consumer Healthcare, Lupin, said, “This campaign was born out of the consumer desire of constant improvement by competing with one’s own self as opposed to others. The film acts as a nudge to the audience to challenge themselves and go beyond their comfort zone, while the product plays the role of the dependable partner.”

Sagar Mahabaleshwarkar, Chief Creative Officer, Contract Advertising, said, “The creative challenge was to tell a story of someone trying to better himself, especially when that someone happened to be Hrithik Roshan. So, we tried to magnify the conflicts that reside within us every day. That was the creative jump-off.”

Ayan Chakraborty, EVP and General Manager, Contract Mumbai, added, “It was an opportunity to be different in a category which talks only about non-stop energy or vitality. Being better than yourself or ‘Bano Khud Se Behetar’ is something refreshing and new and we made sure that we leveraged the celebrity even in terms of executing the launch like a movie launch.”

Rahul Ghosh, SVP and ECD, Contract Mumbai, said, “We used elements of ‘Hrithik the Celebrity’ to tell the story of ‘Hrithik the Everyman’. It was a challenge at the beginning. But Hrithik being the amazing performer that he is, the process was fun and exciting as we got deeper into it.”

Credits:

Client:

Anil Kaushal: Head OTC Business

Supratik Sengupta: Head of Marketing. Consumer Healthcare

Ranjit Choudhari: Senior Manager – Marketing

Kunal Mehta: Manager - Marketing

Agency:

Sagar Mahabaleshwarkar: CCO

Ayan Chakraborty: EVP & GM, Mumbai

Rohit Srivastava: CSO

Jayanth Govindraj: SVP, Planning

Rahul Ghosh: ECD and SVP, Mumbai

Sneh Nihalani: Creative Consultant

Sagar Chhabria: Senior Creative Director

Sameer Chavan: Associate Creative Director, Art

Priyanka Mhatre: Group Head, Copy

Tulika Rungta: VP, Account Management

Abhishek Bangera: Account Director

Raoul Rajani: Account Executive

Production House:

Small Fry Films

Director: Uzer Khan

Head of Production: Ryan Suares

Producer: Rohit Rathor

Associate Producer: Jalaj Varma

Info@BestMediaInfo.com

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