Mumbai: To position Saridon as the first line of defence against headaches for consumers, Bayer Consumer Health has partnered with GroupM’s, MediaCom and mCanvas to launch their new campaign ‘Sardard Chupao Nahi Mitao’ across TV and new-age digital media this August.
The 52-year-old brand has been synonymous with fast headache relief for generations. MediaCom and mCanvas co-created an engaging media innovation ensuring delivery of the message to the right audiences, stated the brand. With high engagement to the audiences and creatively communicating the brand proposition to ensure an innovative and engaging brand launch via AR filter on mCanvas’ properties.
Talking about Saridon, Bayer Consumer Health India, country head, Sandeep Verma said, “Leveraging Saridon’s strong lineage & recall value, we at Bayer Consumer Health India in collaboration with MediaCom and mCanvas co-curated the unique interactive banner aiming to draw a beautiful synergy between the brand’s core values, creativity and technology. Customers are at the centre of our business strategy and the initiative harnesses individual brand strengths to target young adults through an engaging digital innovation and refreshed packaging.”
Talking about the collaboration, Bayer Consumer Health, India head of marketing and digital, Ritu Mittal said, “The innovation conceptualised by Mediacom and mCanvas is well integrated with our core proposition of ‘Sar Dard Chupao Nahi, Mitao’ to position Saridon as the first line of defence against headaches. Leveraging technology and creativity as a medium, the innovation brings forth the truth that consumers often fake a smile to hide their headaches. The integrated solution features a call to action, 'Buy Now' directing users to the respective/brand’s landing page.”
The objective of the campaign was to promote the new TVC on mobile and have a two-way engagement with the consumers. With the help of a mobile creative, users were asked to replace the fake smile caused due to headaches and reveal their true happy smile. The creative nudge communicated this could be achieved by consuming the one and only Saridon. Smartphone features and sensors were used to replace a sad smile of the smartphone user with a happy smile.
Mediacom, managing partner, Vishal Shah said, “Digital and technology are key to connecting with consumers today and we are happy to collaborate with the mCanvas team on this first of its kind innovation for Saridon using facial recognition and smile detection technology to bring the core proposition alive in an engaging format with consumers.”
mCanvas director, national sales, Indrani Khanvilkar said, “This campaign challenged us to create an intriguing ad for a brand that is not only popular, but also a category leader. We took a cue from the brand tagline and created an ad that combined the phone’s native camera with our ’smile detection' API to create an experience that drives engagement and positive brand recall.”
