Hamdard Laboratories unveils the latest campaign Liver ka jigri for Jigreen
This first ever campaign by any Liver medicine has been conceptualized by Law & Kenneth Saatchi & Saatchi Pvt Ltd
National, December 27, 2016: Hamdard Laboratory, the 110-year-old Heritage company that develops medical innovations and wellness solutions through the Unani System of Medicine has always kept compassion and selfless care at the heart of its offerings. All the products that are created here come from a deep understanding of the human body. Jigreen, a natural, multi-herb Liver protection medicine is the finest example of Hamdard’s Unani methodology combined with progressive research as the base for formulating the various products offered by them for health & wellness benefits.
· First ever campaign by any liver medicine; only a few players and yet none of them had seen the merit of creating awareness at a mass level to expand the category
· This is the first ever Consumer TVC Campaign of Jigreen.
· The TVC subtly address that misnomer that we generally perceive about our Liver - that it bears the impact of all consumption done by humans, particularly with regards to alcohol
· Objective of the new campaign: demystify the liver and its functions in a friendly manner in order to appeal to people’s minds in a longer run and possibly change their attitude about taking their liver for granted
Created by team LnK, this is the first ever campaign by any player in this segment. The TVC talks about how we misconstrue the functioning of our Liver, thinking that it only bears the impact of all irrational consumption, particularly with regards to alcohol. In fact, our Liver performs over 500 functions per second in the Human Body .The daily role of the liver is to keep us fit & active, improving our digestion and to detoxify our body from various chemicals. This is the gigantic truth that people had been totally unaware of. In an age where lifestyle & stress related illnesses as well as diseases like Hepatitis (Jaundice), Fatty Liver and Alcoholic Liver Disease have started to impact most families, the liver is that vital organ that truly becomes the body’s first line of defence.
The TVC seen and narrated from the perspective of the wife, witnesses her conveying to her husband that she cares for him; that everyone has always talked about how important the heart is, but the liver is equally important to keep the heart and the body healthy. She assures the husband that she will always take care of his well-being. So no matter how often they give in to their indulgences, they now know that there’s a brand out there that helps their Liver deal with it. The liver is the actual unsung hero in our bodies, and quietly but efficiently deals with our excesses. The communication tone is warm, friendly and yet thought provoking,
The TVC aims at making people aware of how important the Liver is and dispelling the myth created by Bollywood and cultural usage that the word Jigar had far more connotations to heart rather than the Liver. The need of the hour was to subtly address that misnomer too. Everyone who has worked on this interesting campaign has shared their thoughts behind it. Here is what they have to say.
Mansoor Ali- Chief Sales & Marketing Officer, Hamdard said “Liver is an integral part of our daily lives and most of the people are not even aware of it. So with this new campaign, we are introducing the significance that our liver has by demystifying the liver and its functions in a friendly manner in order to appeal to people’s minds in a longer run and possibly change their attitude about taking their liver for granted. We wanted to reach out to the masses and create such a connection that they understand our thought processes behind Jigreen – Liver ka jigri. This TVC is our contemplation that has been transformed into a perfect audio and visual form.”
Rahul Sengupta, the director of the film said “When you get an unusual brief, it creates a level of excitement in your work and gives you 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. We know that this category has only a few players and yet none of them had seen the merit of creating awareness at a mass level to expand the category. We had the challenge to engage masses and make them understand the message we are trying to convey to them. Being the first ad in this category, we wanted to set a bench mark therefore; the proposition of Liver ka jigri seemed perfect. A true companion in every sense, it could bring in all the facts and yet have the nuances required to make the communication message compelling and endearing.”
Credits
Client: Hamdard
Brand: Jigreen
Agency: Law & Kenneth Saatchi & Saatchi Pvt Ltd
Chief Sales & Marketing Officer: Mansoor Ali
Brand Manager: Mohammed Zubair
Director: Rahul Sengupta
This first ever campaign by any Liver medicine has been conceptualized by Law & Kenneth Saatchi & Saatchi Pvt Ltd
National, December 27, 2016: Hamdard Laboratory, the 110-year-old Heritage company that develops medical innovations and wellness solutions through the Unani System of Medicine has always kept compassion and selfless care at the heart of its offerings. All the products that are created here come from a deep understanding of the human body. Jigreen, a natural, multi-herb Liver protection medicine is the finest example of Hamdard’s Unani methodology combined with progressive research as the base for formulating the various products offered by them for health & wellness benefits.
· First ever campaign by any liver medicine; only a few players and yet none of them had seen the merit of creating awareness at a mass level to expand the category
· This is the first ever Consumer TVC Campaign of Jigreen.
· The TVC subtly address that misnomer that we generally perceive about our Liver - that it bears the impact of all consumption done by humans, particularly with regards to alcohol
· Objective of the new campaign: demystify the liver and its functions in a friendly manner in order to appeal to people’s minds in a longer run and possibly change their attitude about taking their liver for granted
Created by team LnK, this is the first ever campaign by any player in this segment. The TVC talks about how we misconstrue the functioning of our Liver, thinking that it only bears the impact of all irrational consumption, particularly with regards to alcohol. In fact, our Liver performs over 500 functions per second in the Human Body .The daily role of the liver is to keep us fit & active, improving our digestion and to detoxify our body from various chemicals. This is the gigantic truth that people had been totally unaware of. In an age where lifestyle & stress related illnesses as well as diseases like Hepatitis (Jaundice), Fatty Liver and Alcoholic Liver Disease have started to impact most families, the liver is that vital organ that truly becomes the body’s first line of defence.
The TVC seen and narrated from the perspective of the wife, witnesses her conveying to her husband that she cares for him; that everyone has always talked about how important the heart is, but the liver is equally important to keep the heart and the body healthy. She assures the husband that she will always take care of his well-being. So no matter how often they give in to their indulgences, they now know that there’s a brand out there that helps their Liver deal with it. The liver is the actual unsung hero in our bodies, and quietly but efficiently deals with our excesses. The communication tone is warm, friendly and yet thought provoking,
The TVC aims at making people aware of how important the Liver is and dispelling the myth created by Bollywood and cultural usage that the word Jigar had far more connotations to heart rather than the Liver. The need of the hour was to subtly address that misnomer too. Everyone who has worked on this interesting campaign has shared their thoughts behind it. Here is what they have to say.
Mansoor Ali- Chief Sales & Marketing Officer, Hamdard said “Liver is an integral part of our daily lives and most of the people are not even aware of it. So with this new campaign, we are introducing the significance that our liver has by demystifying the liver and its functions in a friendly manner in order to appeal to people’s minds in a longer run and possibly change their attitude about taking their liver for granted. We wanted to reach out to the masses and create such a connection that they understand our thought processes behind Jigreen – Liver ka jigri. This TVC is our contemplation that has been transformed into a perfect audio and visual form.”
Rahul Sengupta, the director of the film said “When you get an unusual brief, it creates a level of excitement in your work and gives you 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. We know that this category has only a few players and yet none of them had seen the merit of creating awareness at a mass level to expand the category. We had the challenge to engage masses and make them understand the message we are trying to convey to them. Being the first ad in this category, we wanted to set a bench mark therefore; the proposition of Liver ka jigri seemed perfect. A true companion in every sense, it could bring in all the facts and yet have the nuances required to make the communication message compelling and endearing.”
The TVC can be viewed at:
Credits
Client: Hamdard
Brand: Jigreen
Agency: Law & Kenneth Saatchi & Saatchi Pvt Ltd
Chief Sales & Marketing Officer: Mansoor Ali
Brand Manager: Mohammed Zubair
Director: Rahul Sengupta