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Scarecrow relaunches Emami's Sona Chandi Chyawanprash brand

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MUMBAI: Emami‘s Sona Chandi Chyawanprash has launched an ad campaign which is conceptualised by Scarecrow Communications.

Directed by Gajraj Rao of Code Red Films, the campaign with the idea of ‘Kabiliyat bane Kaamyabi‘ aims to bring alive the brand in a candid and emotional manner that connects with its primary target audience, mothers.

Emami director Harsha V Agarwal said, "A mother‘s role as a nurturer and caregiver is indisputable. Through our new campaign, we aim to reach out to the mothers with our core product benefits. While the Gold improves immunity, the Silver in Sona Chandi Chyawanprash sharpens the mind, thereby helping the mother to protect her family‘s health and realise their true potential."

According to Scarecrow Communications founder director Raghu Bhat, the challenge was to communicate the product benefits and also to ladder it to an emotional payoff that flows seamlessly from the product. Hence the move to position Sona Chandi as a brand that can help fulfill human potential. "The three words - Kabiliyat bane kamyabi‘ capture the essence of the new brand idea in a powerful, pithy manner," he said.

The company has launched two ad films. Both show that the Sona Chandi increases immunity of people, helping them to do what they want to and achieve success.

For the record, Sona Chandi has used celebrities such as Sunny Deol, Sourav Ganguly and Shah Rukh Khan in its advertising in the past.

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