Ascent Group of Companies, parent company of Ascent Meditech Limited (AML) started in 1991, is one of India’s leading organizations offering pain management solutions. Ascent Meditech Limited is a three decade year old Indian Consumer Healthcare multinational. The company is sincerely dedicated in aiding individuals suffering from various musculoskeletal disorders by giving them a chance to celebrate every moment of their life even when with minor injuries. Flamingo – The flagship brand of Ascent Meditech.
Rakesh Kumar, Vice President – Sales & Marketing, Ascent Meditech Limited in an exclusive chat on the campaign with Hrithik Roshan and much more.
Flamingo recently launched its TVC ‘ An Aid for a New Life’ with Hrithik Roshan, the idea behind using him?
Flamingo, the consumer healthcare brand of Ascent Meditech Ltd.; an Indian multinational stands for –
- Care, and
- Remain Unstoppable
These ethos of brand Flamingo matches with the overall personality of Hrithik Roshan, who himself has fought many personal battles and emerged stronger every single time. This association has only made the partnership strong resulting in evolution of the brand communication across a period of 3 (three) years.
With an initial concentration on developing brand awareness and recall, the communication of ‘An Aid for a New Life’ was aimed at establishing Hrithik as the face of the brand. This was followed by a thought provoking messaging ‘…But ultimately what matters is what you do’ in the second season which left the consumers with a decision to make between an existing practice versus a sustainable solution when encountered with pain. The newly launched campaign thrives on the idea of ‘never say die attitude’ which is well expressed as ‘…par hum kabhi haar nahi maante’ in the new TVCs.
What is the USP of the brand?
Founded in 1991, Flamingo, the flagship brand of Ascent Meditech Ltd., has been built on the values of Care, Protection & Being Independent. Our unwavering focus on the value system has helped us in undertaking Brand Extension across 5 (five) categories and develop 400+ products. The pain management and products for personal protection under brand Flamingo have few common underlining USP’s –
- Support: Support consumers during their discomfort by offering relief both physically as well as mentally
- Enable: Enable consumers to partake in their everyday endeavours and create moments of joy
- Affordable: Products offered doesn’t pinch the purse. It’s affordable among the target audience
The strategy behind the campaign
Flamingo, being the flagship brand of Ascent Meditech Ltd.; with a basket of 400+ products spread across 5 categories had earlier focussed on corporate umbrella branding in its campaigns to develop brand awareness. With the objective of awareness been achieved, this campaign is centered on creating awareness of the major products viz. Heat Belt, Knee Cap & L.S Belt. The selection of the products had been done keeping in mind their nature in the ecosystem of pain and their utility value to an individual.
COVID has drastically changed the behaviour of the consumers for good. With normalcy setting in, consumers have again started undertaking various physical activities, including economic and recreational. This clubbed with a renewed focus on individual well-being to ‘Move Ahead and Progress’ makes the timing perfect to launch a 360 degree campaign featuring Bollywood Superstar, Hrithik Roshan.
The target audience for Flamingo
Brand Flamingo has evolved over the years and so has its target audience. During the initial years, our focus was restricted to senior citizens however we have expanded our audience basket now to include today’s millennials. This holds true with Hrithik Roshan, a superstar par excellence being our Brand Ambassador whose appeal cuts across all age groups. Apart from having a celebrity brand endorser, brand Flamingo has invested time and effort in developing new age products which are sleek in design and come in multiple colours thereby appealing to the young to explore Flamingo’s pain management solutions.
What is Flamingo’s market reach and future plans?
Ascent Meditech Ltd., with its flagship brand Flamingo has been in the business of offering pain management solutions since 1991. Over the past 3 (three) decades, brand Flamingo has expanded its reach pan India thereby making its products available in Metros, Tier 1 and Tier 2 towns. In the export market, brand Flamingo has established its presence in 50+ countries spread across 4 continents, major countries located in the Middle East, Africa and SouthEast Asia.
Going forward, pain management solutions by brand Flamingo would be made available in approx. 1.5 lakh medical stores across India apart from taking our current Healthcare Professional (HCP) coverage from 10K to 15K. With the Indian economy bouncing back and consumer demand showing signs of recovery, Brand Extension into a new category and in a new therapy area is on the drawing board.