Sun Pharma signs Akshay Kumar as Revital H Brand Ambassador
Sun Pharma Consumer Healthcare, a division of Sun Pharmaceutical Industries Ltd (Reuters: SUN.BO, Bloomberg: SUNP IN, NSE: SUNPHARMA, BSE: 524715, “Sun Pharma” or the “Company” including its Indian subsidiaries) today announced that it has signed Bollywood star Akshay Kumar as the new brand ambassador of Revital H. Akshay Kumar, a renowned actor, martial artist & stuntman known for his high energy was a natural fit for Revital H – a brand that helps keep your energy & stamina high throughout the day. A 3600 marketing campaign featuring Akshay Kumar goes live today.
Revital H is India’s leading and most trusted health supplement for over two decades. It has a unique combination of 10 vitamins, 9 minerals, and ginseng that helps increase stamina, boost energy levels and fight chronic tiredness.
Consumer research by Kantar IMRB showed that our ever demanding lifestyle requires energy levels to be fully charged throughout the day. The energy levels, however, tend to go down as the day progresses. Hence the idea of “Ab sabki battery rahegi full” which brings out that no matter how physically challenging the task one does, Revital H helps keep your stamina & energy high. The new campaign featuring Akshay Kumar highlights this core idea. Akshay and Revital H complement each other as both characterize high energy.
Commenting on the development, Kal Sundaram, CEO – India, Emerging Markets & Consumer Healthcare said, “In Akshay Kumar, we have found a perfect ambassador who is not only physically fit but also exudes great energy at all times – attributes that define Revital H at its core. Many people have found a holistic good health partner in Revital H as it provides that extra energy & stamina required throughout the day.”
Through the years the brand has focused its efforts on building its equity in the energy domain and the new campaign aims to strengthen this positioning further. The campaign includes TV, print, social, out-of-home and on-ground consumer initiatives. The Vitamins and Dietary Supplements Category in India is estimated at Rs. 9362 crores growing at 11.5% (Euromonitor International MAT Dec 17).
Madhu Noorani, Creative President, Lowe Lintas, says, “Akshay Kumar is one of the fittest, most high energy actors, known for his high energy and action stunts, and that led us to the campaign idea of “Sabki battery rahegi full.” It is a simple on-the-street expression that says it all… everything needs a recharge or a top up to keep going… it’s simple for consumers to understand and relate to. The TVC literally wrote itself. A simple and engaging film where we see Akshay Kumar the actor full of energy, doing what he does best – a high energy high action stunt sequence - shown in an actual working atmosphere with his other fellow actors and crew struggling to cope up with his energy level.”