Saridon has been India’s ‘Go-To’ solution for headaches for 5+ decades: Ritu Mittal

Saridon, the headache relief solution owned by Bayer Consumer Health division in India, has rolled out a new campaign by repositioning the brand. ‘Sar Dard Chupao Nahi, Mitao’ is the new sign off line and fresh thinking for this, whereby the brand is seen as the first line of defence for getting relief from headaches.

By leveraging their lineage and deep-rooted consumer trust, the campaign through its refreshed modern and contemporary packaging 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 frequently experienced stress-induced headaches instead of hiding it.

Conceptualised 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 heart-warming, iconic “Sirf ek Saridon” jingle bringing alive the nostalgia that has resonated with its millions of consumers for decades.

Speaking to Adgully, Ritu Mittal, Head - Marketing and Digital, Bayer Consumer Health India, shares her views and insights about the campaign and how they plan to garner visibility to create a strong presence for Saridon across the country through this new campaign.

What’s the objective of relaunching the Saridon brand with a new positioning and a new sign?

As per the ‘Global Workplace Study 2020’, the Indian workforce is the most resilient in the world. While resilience as an attribute is an asset, it may be a bane when applied/ practiced for one’s health. By leveraging our lineage and deep-rooted consumer trust, our campaign through its refreshed modern and contemporary packaging 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 frequently experienced stress-induced headaches instead of hiding it.

The brand had strong equity with the earlier baseline and jingle ‘Sirf Ek Saridon’ jingle and was very synonymous with headaches and pain. So, why this new relaunch after nearly 5 decades?

Saridon has been India’s ‘Go-To’ solution for headaches for the last five+ decades. The relaunch aims to reconnect with the young adults in India to liberate them from the feeling of putting up a brave face when in pain. It is an opportunity for us to own the larger conversation around stress and help provide an effective solution to manage it. Introducing a category first life insight, the campaign leverages nostalgia through the heartwarming, iconic “Sirf Ek Saridon” jingle that continues to resonate with millions of our consumers even today. The jingle presents an assured and a comfort factor to our audience married with our aim to empower consumers to proactively take charge of their own health.

How did you arrive at the new tagline “Sardard Chupao Nahi, Mitao”? How did this new insight emerge?

The genesis of the tagline lies in the category first insight discovered during the campaign research phase which highlights that young adult do not act upon their headaches but rather continue to work through it. The tagline #SardardChupaoNahiMitao is a call to action which aims to change this observed behavior pattern while providing our consumers with a trusted/reliable/ effective solution. 

Can you elaborate on the creative thought and how did the idea come up for the new TVC?

We wanted to communicate our message of Saridon being the first line of defense for headaches and build relevance with young Indians while creating distinctiveness. The new TVC brings a fresh human insight to the category demonstrating that Saridon truly understands our consumers’ pain experience. The campaign connects with their head and their heart. While our media strategy is all-encompassing, from our experience, TVC continues to be one of the key mediums to communicate it. It also helps us build relevance with our target audience spread across metros, Tier II & III markets in India effectively.

Saridon as a brand is a strong OTC brand. Are you also aligned with e-pharmacy and is the brand available beyond the chemist outlets?

We want to ensure that Saridon is the ‘Go-To solution’ for every headache in India and is the first line of defense for all our consumers looking to get rid of pain. Saridon is the deepest distributed analgesic brand in India. We will ensure the availability of Saridon tablets across channels including chemist outlets, e-pharmacy, and pharmacy chains.

How do you plan to create awareness with the new TVC? What’s your media strategy to reach the masses?

We have deployed an integrated communications campaign to generate awareness about the relaunch campaign. It involves strategic media mix exposure through avenues like television, new-age, digital and social media promotions. 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.

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