MUMBAI: With a change in consumer perceptions and an increase in market competition, Hamdard has decided to re-invent the brand communication of its product, ‘Joshina‘. 
 
Earlier, targeted at youth professionals, the new communication will encapsulate a television commercial that will target the entire family with a special thrust on children. 
 
Conceptualized by JWT Kolkata and directed by Sharan Masand, the TVC will go on air from 27 November. CREO Films is the production house. 
 
The TVC is seen through the eyes of a young child whose imagination gets the better of him when he is haunted by loud cough, sneeze, or hears the clearing of the throat of mummies, statues and portraits. The mother is the interpreter of the child‘s fear ‘Sardi Khansi Wala Bhoot‘ and recommends a natural remedy that will act as a preventive shield from cough and cold.