MUMBAI: The world’s leading multi-vitamin and mineral brand, Wellman has appointed Publicis Beehive to manage its media mandate in India. Won after a multi-agency pitch, Publicis Beehive will facilitate the UK-based Wellman’s launch campaign while also developing a robust communication strategy for the brand to make an impressive impact in the Indian market.
In keeping with its core product promise, Wellman has appointed world’s top batsman and leading sports icon, Virat Kohli as its brand ambassador. Virat was an obvious choice for the partnership as he is a sports personality who is at the top of his game and is a true embodiment of physical fitness, stamina and mental agility & strength. In fact, such is the popularity of the brand the world over that Virat has been consuming it even before it launched in India. His coming on board as brand custodian will only enhance its popularity and consumption by men in India.
Commenting on the launch of the brand in India, Vitabiotics CEO Tej Lalvani said, “We are delighted to announce the launch of Wellman vitamins in India through our major collaboration with global sports legend Virat Kohli. Wellman, the No.1 vitamins for men, has helped leading sports professionals and celebrities around the world achieve remarkable results, and we are excited that this will now be available in India."
Sharing his views, Vitabiotics senior vice president and global marketing head Robert Taylor said, "Wellman vitamins from Vitabiotics has truly pioneered nutrition for men globally. We are hugely proud that Virat Kohli, by far the biggest global name in cricket and the true embodiment of physical fitness, stamina and mental agility and strength, is a fan of Wellman vitamins and is personally using Wellman as part of his daily health and fitness routine, to help achieve optimum performance.”
Publicis Beehive has conceptualised a pan-India integrated ad campaign for Wellman that sees Virat Kohli advocate the unique advantages of consuming Wellman products. It is centered on the insight that to succeed in today’s age, one needs to be physically fit and mentally agile. Unfortunately, our current diet and lifestyle patterns deprive us of the essential minerals and vitamins, which will help us stay at the top of our game. Thus, the need to consume Wellman that will help in enhancing physical fitness and mental sharpness.
Speaking on the brand campaign, VP - global business development Rohit Shelatkar said, “Wellman is scientifically optimised for men, to nourish and restore the body, to help you stay physically and mentally at the very top of your game. When life becomes hectic, our attention to health is very often neglected. We eat the wrong food at the wrong time and frequently fall short in our daily requirements of vitamins and minerals. So, it's really important that the benefits of Wellman are now available for all men in India, with the message ‘Stay Fit, Be Sharp’."
Adding his views, Publicis Beehive COO Paritosh Srivastava said, “Wellman is a much-loved and consumed brand around the world. And so is its communication. The task for its launch in India was to weave a similar magic and make it appealing to the Indian audiences. The focus was thus on the two elements necessary for success: physical fitness and mental sharpness; hence the tagline ‘Stay fit, Be sharp’. There couldn’t have been a better ambassador to embody this philosophy than the world’s best cricketer, Virat Kohli. We are confident that the communication will make quite a mark with the audiences in India.”
The campaign launch will be amplified across various platforms including outdoor, print, digital and radio.
