Mumbai: Capturing one of the many concerns that mothers have, Cipla has released a new TVC for their kids Immunity supplement ActivKids Immuno Boosters.
In order to ensure proper health of their child, mothers often resort to options to divert their children’s mind. The same can be reflected in the newly launched TVC narrating the worry of a mother where she points out to absolutely nothing in the air just to divert the child’s attention from an ice-cream truck.
Himava Nath, Head of Marketing for Cipla Health Limited states ‘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 kid’s health by helping them build their kid’s immunity. The product was launched through the pediatricians to begin with as they are the guardians of the kid’s health. 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 no. 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.’
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 digital social experiment was followed up with the launch of the product in an successful media event along with Celebrity Mother Mandira Bedi and her 6 year old son Vir. At the event Mandira Bedi expressed that she too was a mother who frequently said No to her child but eventually after taking the ActivKids Immuno Boosters Yes Mom challenge and seeing the social experiment on the Psychological effects of No on a child, is now a Yes Mom.
Research suggests that due to multiple reasons like fussy eating, adulteration and junk eating, kids do not receive their daily requirement of essential nutrients. This leads to weaker immunity and thus is a constant source of worry for mothers. The format of Immuno Boosters is kid friendly and the formulation is scientific. Immunity is the foundation of good health of a kid and Immuno Boosters will help build immunity’
Link to the TVC:
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 & 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