Orchard creates launch campaign for ISure

MUMBAI: Leo Burnett‘s Orchard Advertising has conceptulaised and executed the launch campaign for Piramal Healthcare‘s ovulation strips brand ISure. Marking a first in the Indian market, the product helps women know the two days of the month when they are most likely to conceive.

The agency has created a 30 second television commercial (TVC) to introduce the product by tapping into the anguish of a woman trying to conceive and used it to communicate the promise of the brand.

The film revolves around an expectant mother, her interaction with her baby bump, her realisation of what tomorrow will brin g, the happiness that will soon follow and her quest of becoming a mother to a beautiful bundle of joy.

As the viewer is shown an expecting mother‘s excitement, she reaches out for a cushion under her shirt, and straightens up before her husband walks into the room. A voice over informs the viewers that ISure helps women determine the two days in the month where pregnancy is most likely and thus helping them plan better.

Orchard Advertising Mumbai VP and branch head Partha Sarkar said, "The brief shared with us was a fantastic starting point. The challenge was to showcase I Sure as a means of inferring those two days when the likelihood of the conception is the highest and not fall in the trap of being taken as a remedy for infertility. Hence we thought that it would be a good idea to connect with all women looking to have a child and sharing with them the delight they will soon experience."

Orchard Advertising Mumbai ECD Hemant Kumar said, "The idea was to romanticise the joy of pregnancy for the woman. It is the biggest change in her life and we wanted to help her celebrate it. On having spoken to our consumers, we found that there is a sense of completion they feel on having a baby and unfortunately a delay in pregnancy meant a delay in experiencing the greatest happiness in their lives. We wanted to bring this to light."

The film has been produced by White Light and directed by Namita and Subir.

"The task was to design an environment that would allow us to stage this moment, without making the moment cheesy or juvenile. We decided on a simple song to hold and colour this section composed with lyrics by Rekha Nigam, scored by Zubin Balaporia and performed by Mahalaxmi Iyer. We chose to shoot it on film as opposed to digital video," shared Subir.

"When a couple is suffering from delayed pregnancy, they get advice from all corners, and are completely confused with all the suggestions and remedies that they come across. Here is a product that will help them put things into perspective and be there for them in the security of their own home, leading to the diffusion of any confusion," added Sarkar.

Latest Reads
Fugay: Playworx facilitates association with Richfeel

Fugay, the top starrer and the much-awaited Marathi comedy drama film has already hit the screens, and one of the most successful films at the box office this year. ITW Playworx, an arm of ITW Consulting, has facilitated a successful association between Richfeel and Fugay (the much-awaited comedy...

MAM Media and Advertising Ad Campaigns
LeEco India massively slashes workforce, is it the end?

It came in like a storm with booming announcements about the humungous investments ($200 million, according to news reports) it intends to make in content in India for its LeEco content ecosystem.

MAM Marketing Brands
Digital campaign: Red Chillies wins 'CMO Asia' awards

MUMBAI: Red Chillies Entertainment bagged two awards for Dear Zindagi’s brilliantly executed digital marketing campaign at the CMO Asia's Social Media Marketing Awards. The marketing team won two titles for the film that included- ‘Best Viral Marketing Campaign’ & ‘Best Use Of Social Media In...

MAM Media and Advertising Digital Agencies
Infosys a 'leader' in magic quadrant for SAP: Gartner

MUMBAI: Infosys, a global leader in consulting, technology, outsourcing and next-generation services today announced that Gartner Inc. has positioned Infosys as a ‘Leader’ in its EMEA and North America 2016 Magic Quadrant reports for SAP® Application Services.

MAM Marketing Brands
Max Fashion finds 360 'Endless Ways'

MUMBAI: Max Fashion, one of the leading fashion brands in India and the home of everyday fashion, recently executed an innovative and catchy campaign to promote the endless options available across their stores. The “Endless Ways” campaign kicked off with the very first TVC campaign for Max...

MAM Media and Advertising Ad Campaigns
Jacqueline is Lee brand ambassador

Lee Jeans, has always been synonymous with innovation in the world fashion scene over the last 128 years. As it’s always been, Lee’s history tells a story of constant progress and innovation. Of change. Of standing out over generations. And for the first time in India, the brand has partnered with...

MAM Marketing MAM
Huawei upgrades on Brand Finance list

Huawei advanced to become the world’s 40th most valuable brand in 2017, up seven places from its position a year ago, according to the “Global 500 2017 world’s most valuable brands” list. In its annual ranking, British brand valuation firm Brand Finance, the world’s leading brand valuation firm,...

MAM Marketing Brands
TV ads worth Rs 850 cr lost in Nov-Dec, '17 ad-ex forecast at 13.5pc: Pitch Madison Report

The much awaited Pitch Madison Advertising Report 2017 was released at a function held in Mumbai by Crompton Greaves Consumer Electricals MD Shantanu Khosla. Releasing the Report Khosla highlighted to advertisers the importance of truthful advertising. He said, “Truthful advertising is not only...

MAM Marketing MAM
Alpenliebe TVC portrays small moments of joy in everyday life

Alpenliebe Gold, the flagship candy brand of Perfetti Van Melle India, has launched a heart-warming new communication campaign - chhoti chhoti khushiyon ke liye. The new campaign is based on the insight that within families there are always small moments of joy in everyday life, and celebrating...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories