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Cipla launches TVC for ActivKids Immuno Boosters

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MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

Cipla Health head of marketing Himava Nath says, "The idea was to support the moms who were constantly worried about their kid’s health by helping them build their immunity. The product was launched through the paediatricians to begin with as they are the guardians of the kid’s health. And we have received acceptance and appreciation from them.”

The TV ad is a follow up of the hugely successful #YesMom digital campaign. It is based on the consumer insight that out of worry about their kid’s health, mothers often say no. Immuno Boosters will help build immunity in kids so that moms can say yes more often.

"The campaign was rolled out with a social experiment on the online page of Cipla highlighting the psychological impacts of ‘No’ on a child with a call out to mothers to take the Yes Challenge," he adds.

The digital social experiment was followed up with the launch of the product in a successful media event along with celebrity mother Mandira Bedi and her 6-year-old son Vir.

Research suggests that due to multiple reasons like fussy eating, adulteration and junk eating, kids do not receive their daily requirement of essential nutrients. This leads to weaker immunity and thus is a constant source of worry for mothers. The format of Immuno Boosters is kid friendly and the formulation is scientific.

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