Patanjali's Power Vita unveils boxer Vijender Singh's true strength

Baba Ramdev's brand Patanjali Ayurved has disrupted the FMCG industry in a very short span of time. They have successfully taken over the global giants; dominating the Indian market in many pockets of the country. The increasing market share of Patanjali products proves that their customers are not constricted to a niche segment. Instead, the brand’s customer base is growing with the launch of every new product offering. Banking on this success, Patanjali recently launched a new drink in the health food category (HFD)- Power Vita.

For this new product, DDB Mudra North, the long standing marketing communication partner of Patanjali, came up with the tag line- ‘Poore Parivaar Ke Prakritik Poshan Ke Liye’ (Natural nourishment for the entire family). The agency was tasked to create a distinct identity for the product in the well- established, brown, health drink category.

Hence, a film led campaign was planned, whose intent was to introduce Power Vita to the consumers and to bring forth its health benefits while highlighting its discounted pricing and its herbal enhancements, which gave the product an edge over other popular malt based. To reinforce the Indian origin of the product, celebrity boxer and Olympian Vijender Singh was roped in as the brand ambassador. Vijender is a youth icon who compliments the brand messaging, given his humble small town upbringing and his hard and consistent journey to success. The narrative of the film took the viewers through what strengthens Vijender when he strives for excellence. The film moved to show that it’s not just his efforts that counted. His success was also a result of the cumulative efforts and sacrifices of the entire family. The film upholded this idea as its base when it showcased Vijender’s entire family toiling with him during his practice. The story boiled down to explain that for Vijender’s success, it wasn’t just his nutrition that mattered; his family’s nutritional needs were important too.

Commenting on the campaign strategy, Avinash Kumar, CGM- Marketing & Media, Patanjali Ayurved Pvt. Ltd., said, "With Patanjali Herbal Power Vita, we intend to provide consumers the ultimate and natural powerhouse of their family’s daily nutrition. Featuring Vijender Singh for the film has been great since he is the face of Indian boxing today and epitomizes hard work and perseverance; the apt quotient for our product.”

Vandana Das, President & Managing Partner, DDB Mudra North, said, “Patanjali’s Power Vita is a unique health drink that’s aimed at the entire family and not just kids. While the campaigns for other malt based health drinks are focused on the nutritional needs of growing kids, we wanted to create a distinct space for Power Vita. Vijender Singh is a champion sportsman and Olympian, and his image is that of a grounded and dedicated athlete. He fits in naturally with our campaign idea, ‘Poore Parivaar Ke Prakritik Poshan Ke Liye’.”

As per Subhashish Datta, Executive Creative Director, DDB Mudra North, “With this TVC, we wanted to move away from what everyone else has been doing in the malt based health drink category. We decided to make Vijender the face of Power Vita as he is not just a champion sportsman, but his image reflects the brand’s philosophy of purity and honesty. The film talks about the collective struggles that Vijender’s family endures along with him. That’s the story behind every great sportsman. And Patanjali Power Vita gives him and his family the energy and stamina to keeping moving from strength to strength.” 

Agency credit:

President and Managing Partner DDB Mudra North – Vandana Das

Account Management – Ashwani Dhingra, Anshuman Bisht, Moumita Chaudhuri, Tanvi Kalra

Creative – Subhashish Datta, Binoy Sarkar, Pallav Medhi, Manoranjan Kumar, Simran Sethi

Director – Pradeep Sarkar

Production House – Apocalypso Filmworks