MAM

Saatchi & Saatchi creates Otrivin Cold Tabs' new campaign

MUMBAI: Saatchi & Saatchi has created a new campaign for Novartis which is launching its new product, Otrivin Cold Tab in the market.


The idea behind the new campaign was to establish the brand as the one step solution to provide complete relief from cold. It plays on the concept that there are actually seven symptoms of cold and Otrivin Cold tablet has a unique advantage of solving all the seven symptoms of cold.


The creative agency said that the challenge was to break through a category which is already flooded with innumerable options which offer similar benefits making it difficult for the consumer to judge which one is better than the other.


The agency had a task of providing a strong differentiating selling point to the brand along with optimum usage of the media with 10-seconder TVCs.


Saatchi & Saatchi GM Nisha Singhania said, "The consumers for this brand belongs to SEC B and C who cannot afford to skip even a day‘s work, hence seek a quick relief option which cures them of all the problems faced during cold."


Saatchi & Saatchi CCO Ramanuj Shastry added, "The creative idea is about dramatizing the effect of each symptom in multiple TVCs and thereby establishing the brand as the ‘Complete Relief Provider‘."

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