Scarecrow launches new campaign for Emami's Sona Chandi Chyawanprash

Sona Chandi Chyawanprash, a premium brand by Emami Ltd is all set to capture the eyeballs on primetime television by launching their new two-film campaign.

The campaign, armed with a new brand idea  “Kabiliyat bane Kaamyabi”, created by Scarecrow Communications, brings alive the brand in a candid, endearing & emotional manner that connects with its primary target audience, namely mothers. Directed by Gajraj Rao of Code Red Films, ‘Kabiliyat bane Kaamyabi” campaign of Sona Chandi Chyawanprash moves away from the traditional use of celebrities for the brand, focussing instead on the new brand idea.   

Sona Chandi Chyawanprash, amongst its many ingredients, has gold and silver that not only fortifies the immune system but also sharpens the reflexes of the brain.  The product is consumed by the entire family primarily in winters. The brand has used celebrities such as Sunny Deol, Sourav Ganguly and Shah Rukh Khan in its advertising in the past.

“A mother’s role as a nurturer & caregiver is indisputable. Through our new campaign, we aim to reach out to the mothers with our core product benefits.  While the Gold improves immunity, the Silver in Sona Chandi Chyawanprash sharpens the mind, thereby helping the mother to protect her family’s health and realise their true potential.” said Harsha V Agarwal, Director, Emami Ltd.

Says Raghu Bhat, Founder Director, Scarecrow Communications - “ Our challenge was to communicate the product benefits and also to ladder it to an emotional payoff that flows seamlessly from the product. Hence the move to position Sona Chandi as a brand that can help fulfill human potential. The three words - Kabiliyat bane kamyabi’ capture the essence of the new brand idea in a powerful, pithy manner.”

Says Arunava Sengupta, Founder Director, Scarecrow Communications, “The tone of voice is very believable and conversational. We hope that this will help build a bridge with mothers as the proposition has universal appeal.”

Says Manish Bhatt, Founder Director, Scarecrow Communications, “Mothers today are worried about the health of their families and kids and at the same time, are also very competitive. These films appeal to both sides of the mothers and do a nice balancing act.”

Sona Chandi is a premier brand from Emami Limited, one of India’s leading players in the personal and healthcare consumer products industry.

Campaign Credits:

Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar
Account Mgt: Arunava Sengupta, Sukhvinder Wikhoo
Production House: Code Red Films
Director: Gajraj Rao
Music: Bobo
Voice: SM Zaheer.