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.”
Anil Kaushal: Head OTC Business
Supratik Sengupta: Head of Marketing. Consumer Healthcare
Ranjit Choudhari: Senior Manager – Marketing
Kunal Mehta: Manager - Marketing
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
Small Fry Films
Director: Uzer Khan
Head of Production: Ryan Suares
Producer: Rohit Rathor
Associate Producer: Jalaj Varma