Amar Remedies harping upon freshness and healthier teeth with it's Clove Gel toothpaste

The toothpaste offers the benefit of clove in a non- fluoridated gel based solution thereby ensuring a longer lasting freshness, healthier teeth and at the same time free from fluoride which is safer for children to use. The company is presenting to the customers an offer they cannot refuse with a free DVD on every purchase of a 150 gm pack.

Commenting on this special attractive offer, Chetan Gupta, President-Commercial, Amar Remedies said, "Amar Clove Gel toothpaste contains clove oil that helps it differentiate itself from other gels in the market that provide freshness. Amar Clove Gel offers longer lasting freshness as well as stronger and healthier teeth," speaking exclusively to Adgully.

He further added, The brand's proposition is 'Taazgi Bhi. Mazbooti Bhi.'. The objective of the TVC was to communicate the same. Our creative partners, M&C Saatchi came up with an excellent commercial that drives across this point (Mazbooti bina taazgi ka kya faayda) very effectively. At the same time Corcoise and the director, Binay Pradhan, ensured an aspirational look to the film."

The response from the market has been very encouraging for this commercial. "The commercial has a funny twist that sticks on in the consumers mind," said Gupta.

Amar Remedies are looking at ensuring a 360 degree effort so that the message is communicated to the customers at multiple touch points both above the line and below the line. Gupta said, "We have aggressive marketing spends to ensure effective SOV levels."

The product, available in 3 SKUs ' 150g, 80g and 40g is placed at all retail outlets across the country. To add spice to the new launch, Amar Remedies is offering their customers free original Disney movie DVD which is worth Rs. 399 with every 150 gm pack of Amar clove gel tooth paste which is priced at Rs. 50 only. The movie DVDs are collectables and include titles like Jungle Book, High School Musical 3, The Incredibles, Up, Mickey's big Splash, Hannah Montana, Toy Story 2, Cars and Bolt. The introductory offer is for a limited period and gives customers the opportunity to collect all the 9 Disney DVDs.

Experts in the field have complimented the company on the special offer and are of the opinion that the product should do well with such an incentive scheme. | By Janees Antoo [janees(at)adgully.com]