New TVC for Sivananda Bal Chyawanprabha

Company press release, January 3, 2004

New Delhi

The new TVC of Sivananda Bal Chyawanprabha - India's first 'Child Specialist' chyawanprash, shot in rewind mode, highlights the product's vital role in the mental and physical development of a child during his formative years, which would help him succeed in future. Giving a snap shot view of various mile stones in a professional's (here an architect) journey to success, the commercial builds a direct connect with the parent's aspirations for their children.

In a scenario where high decibel campaigns use celebrities to endorse products, the new TVC communicates the product USP in a simple manner using success of a common man, next door! The commercial completely shot in rewind mode is able to stand out and yet identifies with the consumer.

While the first scene of the ad film depicts a successful architect being applauded for his work, the film moves back to trace his early interest in sketching buildings, his studying hard in school and graduating from college and then working hard to conceptualise the design of a sky scraper. The film culminates with a visual of how the architect's mother gives him Bal Chyawanprabha throughout his childhood, thus facilitating his mental development, which made it easier for him to face the competitive hurdles.

Dimag Bright toh Bhavishya Bright' is the punchline of the ad and this message has been brought out by depicting the journey of an architect's success- a career which requires immense concentration and mental alertness. This way the commercial effectively communicates the message that Bal Chyawanprabha includes herbs such as Brahmibooti & Shankpushpi which are not included in the standard formulations and which help in improving concentration and mental development of the child, apart from mere physical development.

The new TVC aims to build on the earlier commercial aired during the launch of the brand. While the first commercial brought out the fact that children's needs are different from adults' and therefore created an awareness of the need for a child specialist product, the new commercial moves on to communicate the core benefits a child gains after consuming Bal Chyawanprabha, instead of other standard formulations.

TVC Fact File:

Agency: TBWA Anthem

Creative Team: Siddhart, Probir, Shubho

Servicing Team: Partho, Gurbir

Fim producer: Dibakar

Duration: 30 seconds

Media spend for January 2004: Rs 2 crores

To be aired from: January 6, 2004

To be aired on: Leading electronic channels like Sony, Zee, Zee Cinema & Sahara

Sivananda is the umbrella brand of Mayar Group's health care division. The Rs 1000 crore Mayar Group, is a well diversified corporate house with business interests in import and trading of newsprint and timber.

For details, contact:

Sumathi M Chari

Ph: 24311163/9899042494