MUMBAI: If asked, ‘What’s the meaning of ‘Jigar’?’ with confidence, you would say ‘Heart’. But, despite your confidence, Hamdard has taken the onus to clear the air around this popular misconception. Hamdard Laboratories (India), a 100-year-old brand in the health and wellness segment, has launched a social media campaign for their brand Jigreen, its natural Liver health tonic, titled ‘#JigarMatlabLiver’ focusing on clearing the misconception regarding Jigar in India.

Courtesy Bollywood, ‘Jigar’ is widely believed to be a synonym of the heart in every sense. Targeting the very source of this misconception, Jigreen developed a post series that brought a tongue-in-cheek twist to some popular Bollywood songs and dialogues, for example, “My Jigar da tukda” is now “My Liver da tukda” and “Dard-e-dil, dard-e-jigar” is “Dard-e-dil, dard-e-liver” along with inviting audiences to share their responses on more such lyrics and dialogues.

The campaign won overwhelming response from netizens who participated in large numbers and were surprised over this revelation and the twist it brought to the meaning of their favorite songs. This campaign followed the new Jigreen TVC; a first ever by any company operating in the Liver Health category in India. The very aim of ‘#JigarMatlabLiver’ campaign was to clarify the very meaning of Liver, create awareness about Liver Health and relate it with the brand name ‘Jigreen’. The interest, thus generated paved the way for Jigreen to further communicate the importance of liver in our lives. Jigreen’s current social media campaign titled ‘#LifeKaJigreeDost’ is efficiently leveraging this curiosity generated around the liver.

Hamdard chief sales & marketing officer Mansoor Ali said, “We are introducing the significance our liver has by demystifying the liver and its functions in a soft, easy manner to appeal to people’s minds in the longer run. We want people to change their attitude about taking their liver for granted.."

The campaign conceptualized by Chimp&z Inc, Gurgaon, plays on a deep consumer misconception regarding the meaning of Jigar, the idea behind this campaign.

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Chimp&z Inc co-founder Lavinn Rajpal adds, “When you get an unusual brief, it creates a level of excitement and gives the boost to perform well. And Jigreen is a perfect example of that where we had to break some stereotypical thoughts and give liver a whole new ideation."