MUMBAI: Velocit, the home pregnancy detection kit from Dr.Reddys, has launched a new television campaign that has been created by DDB Health & lifestyle.

According to the agency the challenge was to position the brand as one of the most accurate pregnancy testing brand.

Velocit was a brand that had made its mark as the most recommended pregnancy kit by the doctors faced the toughest of challenges in terms of matching price cuts, huge competitive advertising spends and high retailer discounts. While the brand scored relatively well in some states, competition thwarted its growth in most markets. Unable to sustain the war of prices and dealer margins, the only way out for the brand was to launch an improved variant that promised a new convenient way of pregnancy testing. Velocit Eazy aims to make pregnancy testing really easy by offering mid-stream testing, 99 per cent accuracy and results in just three minutes, the statement said.

The TVC created shows that the woman tests and gives her husband the good news while putting the phone on hold thereby depicting quick and easy results.