Mothers are constantly concerned about the health of their children. In order to ensure their kids don’t fall sick often, parents worry about what they consume, sometimes even restricting their children that occasional indulgence. Capturing one of these many concerns, Cipla has released a new TVC for its immunity supplement ActivKids Immuno Boosters.
The campaign was rolled out with a social experiment on the online page of Cipla, highlighting the psychological impacts of ‘No’ on a child with a call out to mothers to take the ‘Yes Challenge’.
The TVC, conceptualised by Law & Kenneth Saatchi & Saatchi, shows the worry of mother who is forced to point out to absolutely nothing in the air just to divert her child’s attention from an ice-cream truck.
“ActivKids Immuno Boosters by Cipla, a unique nutritional supplement for kids, was launched in 2016. The idea was to support the moms who were constantly worried about their kids’ health by helping them build their immunity. The product was launched through the paediatricians to begin with. And we have received acceptance and appreciation from them. We have also seen excitement from mothers about the brand and its innovative choco-bite format. We would now want to reach out to maximum number of mothers across the country with this unique product to build immunity. Our TV ad is a follow-up of the hugely successful #YesMom digital campaign. It is based on the consumer insight that out of worry for their kid’s health, mothers often say ‘No’. Immuno Boosters will help build immunity in kids so that moms can say ‘Yes’ more often,” said Himava Nath, Head of Marketing for Cipla Health Limited.
Speaking about the campaign, Srinivas Madala, Strategic Planning Director, Law & Kenneth Saatchi & Saatchi, said, “Over our many hours of interaction with mothers and children, we gathered how mothers try many different ways to ensure the best protection and upbringing for their children, including putting some restrictions on them. With our product’s immunity delivery and the ‘Yes Mom’ thinking, we want to partner mothers in protecting their children with lesser restrictions. We believe this more liberated parenting style will let the kids and the mothers fulfil their desires more and forge a stronger bond between them.”
Brand: Cipla Health Limited
Agency: L&K | Saatchi & Saatchi
Chief Creative Officer: Rohit Malkhani (Executive Creative Director – National)
Creative team: Sreeja Gopalakrishnan (Creative Director – Copy), Saurabh Sankpal (Creative Director Art)
Account management: Savio Sequeira (Sr Vice President), Alpa Dedhia (Associate Vice President), Harish Shetty (Brand Services Director), Tamalika Saha (Sr Brand Services Manager), Chintan Shet (Sr Brand Services Executive)
Account Planning: Sandhya Srinivasan (Managing Partner and Chief Strategy Officer) , Srinivas Madala (Strategic Planning Director)
Films Head: Vijay Vigamal
Production house: Colonial Films
Director (film): Nitish Sharma
Producer: Pintu Mishra (Executive Producer) and Divyesh Sata (Producer)
Director of photography: Bijitesh De