MUMBAI: Cholayil who is known for its ayurvedic Soap has come up with the latest TV campaign for its new product prickly heat powder.
The TVC has been conceptualised by Creativeland Asia and produced by Equinox. OMD India is the media agency for the brand.
The ad opens to a sequence where a child is troubled by the prickly heat of the summer and is depicted more like a monkey in the school as he is busy itching all over his body. This sequence continues for a couple of days.
Finally on the third day he gets relief from the prickly heat through Medimix powder‘s powerful NOK (Natural Organic Khus) formula.
The product is carrying the tagline – “3 din wala ayurvedic formula.”
The ad basically conveys the message as to how the three day NOK formula helps to resolve the problem of Prickly Heat.
Cholayil had launched its flagship brand Medimix more than four decades ago.
Commenting on the marketing initiative, Medimix brand manager Subarna Sen says, “With 3-4 players in the prickly heat category, it was a challenge to make a differential product-literally a David vs Goliath position. We had to market our product in such a way that no other products have been marketed in the same category.”
“Today’s consumer indeed is the king and wants something new every other time. He/she is at the disposal of something new every day. Medimix being Ayurvedic, brought this product in the same line, in sync with the Ayurveda. NOK (Natural Organic Khus) formula was the main base of the marketing communication. Also, the monkey factor was brought in to bring that sense of humor so that the ad creates a rapport with the viewers”, added Sen.
Commenting on the TVC, Creativeland Asia executive creative director Anu Joseph says, “We had to do something clutter-breaking and memorable in a category which is quite sterile in its communication. I believe we have created something that is simple, evocative and effective using a powerful insight.”
The campaign will be spread across two months with the launch of this TVC during the summer season. The campaign will be further supported by on-ground activation, print ads and radio commercials.
The TVC campaign will be telecast across Hindi GECs and other lifestyle channels. Radio campaign will be focused on tier 2 / tier 3 markets. Cholayil is also adopting experiential marketing with brand experience that will be provided through sampling across various touch points.
