Saatchi & Saatchi Singapore releases Panadol film to celebrate what Chinese New Year is really about

Panadol and Saatchi & Saatchi Singapore have launched this new Chinese New Year spot titled ‘Time For Joy, Not Pain’. The campaign stays true to the Brand’s purpose of freeing people from pain and celebrates Chinese New Year the way it should be.

Chinese New Year is usually one of the busiest times of the year. But this year, our Chinese New Year traditions could get impacted due to travel & social distancing restrictions. The 2-minutes short film, depicts a story of two brothers who went through great lengths to keep the fondest tradition of Chinese New Year alive, Ah Ma’s love letters.

Despite the pain and challenges, both brothers did not give up and made laborious attempts to mold their Ah Ma’s signature ‘love letter’ pastries for the whole family to enjoy on reunion day. In the midst of it all, they were still able to find a reason to have joy.

“Making the ‘love letter’ pastry is truly a labour of love. It is said to be a way to relay affectionate messages in the earlier days, and its consumption would mean that the message is taken to heart. This valuable insight became the film’s bedrock to showcase family togetherness through centuries-old family traditions.” said Bryan Wong, General Manager of GSK Consumer Healthcare Malaysia.

Wong added: “This Chinese New Year, families may find it difficult to come together due to the pandemic; but, we at Panadol, believe that family traditions can still be observed in a safe and smaller scale by making the little moments special.”

“We understand that pain can occur at any time, and sometimes the effect of pain may make it harder for us to focus on life’s important moments. With this campaign, we want to remind consumers that Chinese New Year is a time for joy, and Panadol is here to support them in their moment of pain so that they can get back to creating moments that really matters with their family.”

The short film is scheduled to air across all Panadol social media channels across Facebook, Instagram, YouTube, digital and Chinese TV networks from January 2021. As part of its integrated campaign, Panadol will launch a contest on its Facebook and Instagram during Chinese New Year, inviting netizens to share their favourite Chinese New Year moments & win prizes.

VIEW THE FILM

GSK Malaysia
Marketing Head: Muthoni Laibuta
Area Marketing Manager, Panadol: Joakim Nordin
Category Manager, Panadol: Abhisek Panda
Brand Manager, Panadol: Guan Kit Chan
Saatchi & Saatchi Singapore
Executive Creative Director: Mithun Mirji
Senior Art Director: Grace Gumala
Senior Copywriter: Wayne Fernandez
Associate Account Director: Yijun Yeow
Director: Sufyan Sam’an
Executive Producer: Wan Shafie