Revital H has launched a new campaign with actor Akshay Kumar. The campaign has been conceptualised by Lowe Lintas Mumbai.
Commenting on the campaign, Madhu Noorani, President, Lowe Lintas said:“The campaign conveys the benefit of having Revital H to boost your energy by using the insight that as we age, our energy levels are not the same as they were say ten years before. With Akshay Kumar, we have the perfect brand ambassador, given his fitness levels even at this age. The TVC showcases Akshay taking up the 10 year challenge by performing the same famous stunt with the same effortlessness as he performed in 2009 to bring alive the age message.”
Sun Pharma Consumer Healthcare announced that it has signed actor Akshay Kumar as the new brand ambassador of Revital H.
Commenting on the development, Kal Sundaram, CEO – India, Emerging Markets and Consumer Healthcare said: “In Akshay Kumar, we have found a perfect ambassador who is not only physically fit but also exudes great energy at all times – attributes that define Revital H at its core. Many people have found a holistic good health partner in Revital H as it provides that extra energy and stamina required throughout the day.â€
The campaign includes TV, print, social, out-of-home and on-ground consumer initiatives.
Added Madhu Noorani, Creative President, Lowe Lintas: “Akshay Kumar is one of the fittest, most high energy actors, known for his high energy and action stunts, and that led us to the campaign idea of “Sabki battery rahegi full.†It is a simple on-the-street expression that says it all… everything needs a recharge or a top up to keep going… it’s simple for consumers to understand and relate to. The TVC literally wrote itself. A simple and engaging film where we see Akshay Kumar the actor full of energy, doing what he does best – a high energy high action stunt sequence – shown in an actual working atmosphere with his other fellow actors and crew struggling to cope up with his energy level.â€
As part of Revital’s future growth plans, it has unveiled a new campaign featuring youth heartthrob and captain of the Indian cricket team Mahendra Singh Dhoni.
For Revital H’s next leap, it was imperative to further enhance its relevance and be seen as a partner in good health offering not just physical energy but also mental agility. The need was for a persuasive and well differentiated messaging delivered through a brand endorser who strongly personifies both physical fitness and mental alertness. With that intention, the most successful Indian cricket captain MS Dhoni was roped in as Revital H’s brand ambassador.
The integrated campaign, created by Lowe Lintas Delhi rests on the powerful and intrinsically Indian insight that often success is attributed to luck thereby diluting all the effort that goes behind the achievement. The campaign vividly attempts to correct this misnomer and pave way for the brand as a partner of success while embodying hard work and mental alertness. Dhoni resoundingly captures and brings alive this brand idea by pulling out a day in his life to a person who’s ascribing his success to luck.
Naveen Gaur
Commenting on the new campaign, Naveen Gaur, President, Lowe Lintas Delhi said, “The challenge for the agency was to take a really popular leader brand like Revital H to the next level of growth by creating a highly persuasive campaign. In its attempt to become a fast-evolving, achiever society there is a huge stress that’s laid on professional and personal success among individuals. The campaign attempts to position Revital H as a partner of success.â€
Arun Iyer
Sharing his thoughts on the campaign approach, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “The campaign stems from the interesting insight that many times the success achieved by others is ascribed to their luck and all the effort that goes behind gets diluted. We took a leap on this insight and created communication that most Indians would resonate with.â€
Subodh Marwah
Adding his insight on the new campaign, Subodh Marwah, VP & Head, Sun Pharma Consumer Health Care said, “The goal now is to expand our reach and induce higher trials and we plan to do it in a way that will be well received by the consumers. In Mahendra Singh Dhoni, we have found a perfect ambassador who is not only a physically fit athlete but also boasts of extreme mental agility – attributes that define Revital H at its core.â€
Revital H is positioned as daily health supplement for overall health and wellbeing, with H connoting ‘Health’. It is a complete and balanced daily health supplement that contains vitamins, minerals and ginseng. Revital H is the flagship brand of Sun Pharma Global Consumer Healthcare.
The campaign will go on air during the T20 Cricket World Cup and would span the offline and online mediums for maximum reach.
