Samadhaan or Jugaad? It sounds different, but if the solution is temporary or short-termed, then the meaning for both terms remains the same. Based on the concept of short-term or easy solutions, Hamdard has launched its new campaign for its natural herbal cough syrup Joshina.
In this ad, conceptualised by Rediffusion Y&R, the character #SrimaanSamadhaan, tries various shortcuts or jugaad/samadhaan -- take your pick -- and comes up with funny solutions for his day-to-day problems. When it comes to his cough, he tries allopathic medicines which don't agree with his health and finally consumes Joshina which helps him recuperate and remain healthy for longer periods.
Talking further about the brief shared with the agency, Singh says, "If you look into the category, it is not only Joshina, but other products as well, which have natural herbal solutions. Differentiation in this category sometimes becomes difficult. The brief was very short and crisp -- to take allopathy head-on against natural solutions with Hamdard Joshina."
Speaking further about the humour content in the ad, he says, "The last campaign for Roghan Badam Shirin was very humorous. It's just the approach to how you want to build them. When it comes to the approach for various brands, we are innovating ourselves and finding new ways to convey that story in more engaging ways which connect better with the audience."
The TVC created by Ogilvy & Mather, features television actor Nitin Ratnaparkhi as #Jugaadu. In the video, he is seen providing a quick fix for various domestic crises, with hilarious outcomes. The ad urges audiences to "Go Anti-Jugaad", and finds professional help using the Sulekha app for every home or local service need, however small it might seem.