Mumbai: Ogilvy Health & Wellness creates a campaign for Alkem’s flagship brand Pregakem. Until recently Pregakem – a high quality pregnancy detection kit was only promoted to doctors. However, as this category is increasingly accessed directly by consumers, Alkem decided to take Pregakem OTC so that consumers can purchase the brand directly from chemists and pharmacists.
To gain consumer recognition, Ogilvy Health & Wellness developed a campaign that talks to the relevant consumers in a very charming way. The key insight leveraged here is that the ‘parents to be’ want to be the first to know the good news – the birth of their child.
Bollywood’s loveable, cute and well respected couple Genelia and Riteish, are playing the protagonists. Their fabulous chemistry brings alive the over excited state of mind of the ‘father to be’ and the calm and collected mind of the ‘mother to be’.
RanaBawa, President Ogilvy Health & Wellness: Our society is moving away from stereotypical roles for man and woman, husband & wife, father & mother, to more collective and collaborative roles of shared parenthood.
And that sets the tone for the film where the happy and healthy couple collectively prepare to be the first to get the ‘good news’. This is very different from the ‘mother’ focused campaigns by competitor brands.
In the new commercial, Riteish runs an errand and gleefully unloads several parenting books. He is questioned by Genelia for going overboard, at which point he demonstrates hurt. Genelia pacifies him and asks for Pregakem – the actual purpose of this errand. It is only then he realises that he had forgotten to buy Pregakem!
With a simple but relevant tagline of ab khush khabari ghar baithe, the Pregakem commercial has recently gone on air – national & regional channels and of course the digital media.
Amitabh Agnihotri, Group Creative Director, Ogilvy Mumbai: If you are planning a baby together, Pregakem brings you the ab khush khabari ghar baithe. This is what the ad says through a charming and enduring story.
Mukesh Tiwary, Senior Vice President Alkem OTC: Pregakem as a brand is much more than a pregnancy detection kit, we would like to traverse the journey of each couple from the day they decide to plan for their bundle of joy till the day they hear the first cries of their baby!
Link to TVC:
CREDITS:
Alkem, India:
Mukesh Tiwary – Senior Vice President
TejPrakash Mishra – General Manager Sales & Marketing
Evelyn D’souza – General Manager Marketing
AmolDhiman – Product Manager
Agency Credits:
Creative:
Rajiv Rao – National Creative Director, Ogilvy India
Amitabh Agnihotri – Group Creative Director, Ogilvy Mumbai
Sameer Sojwal – Senior Creative Director, Ogilvy Mumbai
Account Management:
RanaBawa – President, Ogilvy Health & Wellness
KavitaMukerji – Client Services Director, Ogilvy Health & Wellness
Kushal Trivedi – Account Executive, Ogilvy Health & Wellness
Planning:
GanapathyBalgopalan – Senior Vice President, Planning, Ogilvy Mumbai
Production House:
Production House – Earlyman Film
Director – AbhinavPratiman
Producer – AmarjeetPhukan
