Emami had rolled out a new campaign for its Chyawanprash brand, Zandu Sona Chandi. The communication aimed to establish the dual benefits and product superiority of the brand in a mother’s mind.
The film was conceptualised and created by Scarecrow, which handled four other brands from the Emami portfolio. Zandu Sona Chandi was the fifth brand.
Scarecrow’s creative team built the idea on a simple insight. Every mother wanted to help her child achieve their dreams. To express this, the agency used a creative device called ‘Bheem-stein’. This helped showcase both strength and intelligence in a fun and memorable way. The opening scene featured a child as a fighter pilot. This added strong visual recall and made the ad more engaging.
After revamping its marketing mix, Emami had launched Zandu Sona Chandi Chyawanprash Plus. The goal of the relaunch was to offer a more relevant and differentiated product for the consumers. While immunity was already a common benefit in the category, the brand introduced an added advantage. By including natural nootropic agents, the product also supports mind power. This was a first for the category and made the offering more meaningful in a competitive market.
The company had expected the relaunch to reposition the traditional Chyawanprash category and expand Emami’s presence in the wellness space.
The TV campaign was supported by press, outdoor, and cinema advertising. Scarecrow focused on delivering the ‘Plus’ promise in an emotional yet impactful way, ensuring the message stayed with the audience.