Scarecrow Communications Mumbai and Zandu Kesari Jivan run with athletic hero Milkha Singh
Scarecrow Communications Mumbai features Milkha Singh, Indian athletics legend, in their new campaign for Emami Ltd’s premium Chyawanprash brand, Zandu Kesari Jivan.
The film opens on Milkha Singh reminiscing, while looking at some of his old photographs. The video cuts to black and white scenes of a young Milkha Singh running, winning races and the audience cheering. His voice talks about how even at the age of 84, people maintain that he still appears young and fit. The film cuts to a park where you see Milkha Singh jog sprightly past two young men who are out of breath! Milkha Singh chides them, and then goes on to reveal the secret of his vigour – Zandu Kesari Jivan, two spoons a day.
Raghu Bhat, Founder Director, Scarecrow Communications said, “After 5 takes of the running sequence, the young guys in the park were actually panting while Milkhaji was absolutely fresh! Using Milkhaji is the perfect example of disruption and creativity in casting. More importantly, there is an absolute fit with the brand promise and what Milkhaji stands for.”
Harsha V. Agarwal, Director, Emami Limited commented, “Zandu, a pioneer and trusted leader in the field of Ayurveda for over 100 years, has been providing holistic care to millions of Indians across generations in various health facets. We are honoured to have the great Milkha Singh as the brand ambassador for Zandu Kesari Jivan, one of our premium Zandu OTC products. Our brand Zandu Kesari Jivan which promotes good health, youthful vigour and energy found a perfect fit in Milkha Singh, who even at the age of 84, is a symbol of youthfulness and vigour.”
Arunava Sengupta, Founder Director, Scarecrow Communications added, “Kesari Jivan is a premium Chyawanprash and traditionally, kesar is seen as a prized ingredient. The rousing treatment and associating with a name like Milkhaji lend the brand the requisite stature and helps justify the price premium.”
Credits – Creative: Raghu Bhat, Manish Bhatt, Sunil Gangras, Ashok Lad, Mukesh Jadhav, Vijay Vasala. Account Mgt: Arunava Sengupta, Mansi Chaudhary. Production House: Dungarpur Films. Director: Shivendra Singh Dungarpur. Music: Amar Manglurkar.