The TVC has been conceptualised by Draft FCB Ulka. "Anacin is an iconic brand with great brand equity. We developed a simple clutter-breaking communication which connects with the consumer," said Draftfcb Ulka healthcare and interactive VP Satish Ramchandran.

Playing on the theme ‘Sardard ka full stop‘, the TVC shows Madhavan at a film shoot with a splitting headache. He is approached by a TV journalist on his way back to the green room where the actor shares that he is suffering from a major headache and asks for an Anacin. After the journalist offers him one, Madhavan is quickly back to his energetic self and gives a great interview before resuming the shoot.

"Draft FCB Ulka gave us one of the fastest turnaround in terms of packaging, communication and collateral giving us a good event management company for a very successful launch communication," said Wyeth Consumer Healthcare group product manager Jaijee Verghese.