Saatchi & Saatchi releases a new TVC for Otrivin

This year Saatchi & Saatchi has launched a new TV campaign for Otrivin, the flagship brand of Novartis India competing in the OTC nasal decongestant category. With firm objectives of significantly enhancing trials and creating brand preference amongst the target audience comprising of males in the age group of 25-44 years, the campaign demonstrates the product as a convenient solution which gives instant and long lasting relief from blocked nose.

In a category which comprises remedies ranging from balms to tablets, inhalers to nasal drops, the consumers do not know how Otrivin provides superior relief. The next barrier facing the brand is that currently the consumers live with and ignore the problem of nasal decongestion until it is extremely severe.

Says Nisha Singhania, GM ' Saatchi & Saatchi, Mumbai, "To develop the new TVC, the agency tapped into the consumer insight that when a person is suffering from blocked nose he cannot speak clearly. This not only hampers his performance but also causes social embarrassment as he is "nasally misunderstood'."

Taking the creative leap from the insight, the agency decided to demonstrate the product benefit by establishing a situation wherein instant relief from blocked nose cannot be compromised upon, where the protagonist has to sound his best thus dramatizing the efficacy of relief Otrivin provides.

The 30 second TVC opens to showcase a picnic situation which is easily relatable to every person. Saatchi & Saatchi has positioned Otrivin as a brand which provides instant relief from blocked nose in just 2 minutes so that you are always prepared to make the most of every opportunity that comes your way.

Says Ramanuj Shastry, CCO ' Saatchi & Saatchi, India, "Moving beyond the norms of ads made for a problem solution category; the film is set in the retro period with exaggerated expressions from lead protagonists to add humour to it.

Credits:

Creatives: Amit Acharekar, Sandeep Poyekar, Sameer Gokhale

Servicing Team: Anil Singh, Amita Gurumurthy

Production House: Whodunnit

Director: Sujay Shetty

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