DDB Mudra India and Pudin Hara Fizz use the fire brigade to provide cooling relief for acidity
Dabur Pudin Hara is an effective remedy for stomach ache, indigestion and gas. It is one of the oldest and most established stomach care brands in India. Its natural ingredients and strong heritage have rooted the brand in the minds of Indian consumers.
Dabur launched Pudin Hara Fizz to expand its market share in the antacid powder category. It contains proven ayurvedic ingredients like mint and lime which act as aids to provide relief from acidity along with leaving behind a refreshing taste in the mouth. The cooling relief for acidity is the key difference for Pudin Hara Fizz.
DDB Mudra North’s challenge was to position Pudin Hara Fizz as a brand that owns ‘Thandak’ or providing ‘cooling relief’ in the antacid powder category and to make the brand cool and contemporary. Pudin Hara, being a herbal-based product, has always been seen as a traditional brand. This brand imagery needed to change. The second biggest challenge was to build awareness and establish the key difference of “Effective Cooling Relief” of the brand.
The concept was ‘Pet ka fire brigade’. The fire brigade is the best symbol known to mankind to douse the fire, and Pudin Hara Fizz cools the burning sensation in the stomach just like a fire brigade.
Commenting on this, Ajay Singh Parihar, Category Head-Digestives, Dabur India said, “Pudin Hara fizz marks the entry of trusted Pudin Hara in the antacid powder category. The communication uses fire spitting as a strong device to highlight the problem and the fire brigade as a trusted symbol to provide cooling relief. Goodness of natural ingredients like lemon and mint has a natural fit with the mother brand. The TVC has kept away from set patterns of category’s communication codes and offers relatable yet entertaining communication! The campaign will be supported on ground through activations and outdoors.”
Speaking about the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “The idea of a man belching fire came from the insight that when you have acidity, you feel a burning sensation inside. And what better than Pudin Hara Fizz to act as a fire brigade & help douse this flame!”
Credits – Chairman/CCO: Sonal Dabral. Unit Head: Vandana Das. Creative Head: Sambit Mohanty. Business Head: Ashwani Dhingra. Account Planning: Arun Sharma, Nisha Ganneri. Account Management: Yashaswi Bhatt, Kumar Deepak, Richa Shah. Art: Rajat Aggarwal. Copy: Kushagra Tuli. Director: Kopal Naithani. Production House: Raising Sun Films. Production Executive: Supriya. Dabur India Limited – Kishan Chutani (EVP Marketing). Ajay Singh Parihar(Category Head). Pawan Pandey (Group Product Manager).