Saridon, the headache relief solution owned by Bayer Consumer Health division in India, has rolled out a new relaunch campaign, ‘Sar Dard Chupao Nahi, Mitao’ positioning themselves as the first line of defense for relieving headaches.
The genesis of the campaign lies in its category first insight that, young adults today face frequent stress-induced headaches caused by an increase in responsibilities and associated factors like screen time etc. However, they choose to silently suffer from the pain instead of acting on it. Leveraging its iconic five-decade-long legacy, the household staple brand’s campaign appeals to the heroism drive of the resilient young Indians to make Saridon’s innovative triple-action formula their secret ally in finding relief from their headache.
The ad has been conceptualized by Lowe Lintas the 30-second TVC at a more purposive level, highlights the need for people to release the pressure, stress, tensions, and headaches with the help of Saridon’s one-stop relief mechanism. It features the heartwarming, iconic “Sirfek Saridon” jingle bringing alive the nostalgia that has resonated with its millions of consumers for decades.
Ritu Mittal, Head, Marketing and Digital, Bayer Consumer Health India talks on the campaign, the marketing initiatives, and much more…
Saridon was away from the market for some years, reasons?
Saridon has been relieving headaches for five+ decades in India. The brand was available through the years across chemist outlets. However, it had not been communicated to a wider consumer audience for a variety of reasons. With this campaign relaunch, the iconic brand will reconnect with young Indians across mediums like television, new-age, digital, and social media promotions.
The reasons for the relaunch of Saridon, why did you think that this campaign was necessary now?
The genesis of our campaign is based on extensive research which highlights that the pandemic has resulted into an increased frequency in stress-induced headaches. As Saridon, a brand synonymous with curing headaches, we wanted to address this increasing occurrence at a micro-level by providing effective relief and at the macro level by owning the larger conversation around stress and appealing people to make the behavioral shift from ignoring pain to acting on it. The refreshed packaging and the heart-warming, iconic “SirfEkSaridon” jingle were deployed to cater to a younger target audience.
A lovely concept, a headache is common, how was this campaign strategized to make it different?
In addition to the refreshed modern and contemporary packaging, the unique proposition of the relaunch campaign stems from customer testimonies of how their first resort, when faced with a headache, is to ignore the pain rather than acting on it. Our strategic take to create awareness around this subject was by leading the conversations in culture on headaches and providing an effective and trusted solution to our target audience across metros, Tier II & III markets in India.
Don’t think we have seen any brand advertise for headache, it is all about pain relievers, why did the brand want to focus on Headache?
Our research/consumer-based insights highlighted a rise in stress-induced headache occurrences especially considering the pandemic. And hence our tagline “SardardChupaoNahiMitao” is a call to action which appeals to resilient young adults to choose Saridon, a trusted/reliable/ effective solution as their secret ally to resolve their pain and enjoy life’s moments stress-free.
Marketing strategy for the new campaign?
The integrated communications campaign is being leveraged through a strategic media exposure that involves leveraging avenues like television, new-age, digital, and social media platforms. Consumers today are interested in a two-way conversation with brands. We will ensure that we are engaging our consumers with relevant, innovative, and contextual content across platforms.