Flamingo, the flagship consumer healthcare brand of Ascent Meditech Ltd., a leading Indian multinational, has kickstarted a 360-degree campaign with the launch of 3 TVCs; with each TVC showcasing brand partner Hrithik Roshan using one of Flamingo’s hero products – Heat Belt, Knee Cap and Lumbar Sacro Belt (L.S. Belt). The TVC campaign overarches the brand motto of ‘An Aid for a New Life.’ Flamingos’ product range enables diverse age groups, right from millennials to elderly to tackle situations of pain management based on their lifestyle demands. The urban & rural popular brand showcases its functional diversity as a trusted health care solution in the new TVCs with Hrithik using the Flamingo products to overcome situations of pain in his demanding professional lifestyle.
The messaging by brand Flamingo in collaboration with Hrithik Roshan has evolved to communicate a unique positioning each time. With an initial concentration on developing brand awareness and recall, the communication of ‘An Aid for a New Life’ was aimed at establishing Hrithik as the face of the brand. This was followed by a thought provoking messaging ‘…But ultimately what matters is what you do’ in the second season which left the consumers with a decision to make between an existing practice versus a sustainable solution when encountered with pain. The newly launched campaign thrives on the idea of ‘never say die attitude’ which is well expressed as ‘…par hum kabhi haar nahi maante’ in the 3 TVCs.
Sharing his thoughts on the new campaign, Mr. Rakesh Kumar, V.P Sales & Marketing, Ascent Meditech Limited said, “Our campaign, Actor ki Zindagi ho ya Aap ki…thrives on the diversity of the product audience. The campaign will strike the correct chord with millennials struggling with the hybrid work model as well as with homemakers who suffer from pain. The narrative and the finalized touchpoints also creatively capture a wider spectrum of audience demographics residing in Tier 1 & Tier 2 towns of India with creative messaging that speaks to the consumers on an individual level and provides them with a day-to-day pain tackling solution through Flamingo products.”
Excited about the launch Mr. Roop Naik, Creative Director, Zip Zaap Zoom Productions, said, “’Putting on the ‘thinking hat’ and then getting on the floors to shoot for the brand Flamingo has always excited me. The creative for Flamingo is true to the value of the products and their worth in our day-to-day life. There is no extra effort put into hard-selling the products. With Hrithik Roshan as the brand ambassador, it gets more challenging to balance Hrithik’s megastar personality and brand communication. The sync has been perfect so far and each time you watch Hrithik the brand recall is immediate. Brand Flamingo and its motto of ‘pain-free India’ is true in its every word.”
The millennials as well as the elderly from rural and urban India go through different kinds of pain due to the evolving and demanding lifestyle changes which have been further aggravated due to the pandemic stress. Having a range of trendy and sleek designs at an economical price, Flamingo has ensured that not just the urban residers but also the rural ones could reach as well as bestow them with their product line to support them through situations of pain in their everyday lives. Keeping these points in mind, Flamingo with its top-of-the-line quality products encourages people to treat themselves without hitting a pause in their lives even in Tier 2 cities.
The newly launched 3 TVCs focus on the 3 hero products of Flamingo – Heat Belt, Knee Cap and Lumbar Sacro Belt. With Hrithik using each of the products to navigate pain in his routine life.
1. The TVC of Heat Belt showcases how the consistency of heat helps in experiencing relief from joint pain
2. The TVC of Knee Cap showcases how uniform compression helps in offering relief from knee pain
3. The TVC of the Lumbar Sacro Belt showcases support being provided to the lower back which corrects posture and offers relief from back pain
The new TVCs will be engaged via a 360-degree multi-media campaign that will engage the existing and potential brand audience through diverse media interfaces such as television (across GEC, Movies, Music & News channels), print (in major dailies), digital (promotions over Social Media networks), BTL (activities will be executed in chemist shops across India) and DTH networks.