: Case Study: How Zandu Ultra Power Balm built salience leveraging Khali, engaging 7L+ users #IndiaNEWS #Case Studies The case study explores how Zandu Ultra Power Balm awareness campaign attempted

Case Study: How Zandu Ultra Power Balm built salience leveraging Khali, engaging 7L+ users #IndiaNEWS #Case Studies
The case study explores how Zandu Ultra Power Balm awareness campaign attempted to boost sales through its association with Khali, executing a multi-layer social media campaign to enhance content distribution.

Zandu Pain Relief roped in Khali, as the face for their Zandu Ultra Power Balm campaign titled Kadak Dard ka Kadak Jawaab to communicate how the balm could take over strong headaches and body ache. It garnered 0. 44 mn+ reach through a social media engagement plan.

Category Introduction

Topical pain relievers are the second fastest-growing group of OTC remedies. Globally, the topical pain relief market was valued at USD 7. 33 billion in 2018 and is expected to reach USD 813. 78 Billion by 2026, growing at a CAGR of 7. 31 % from 2019 to 2026. The market was valued at Rs 3,684 crore in 2020, as per Euromonitor International. According to Industry estimates, pain relief creams and balms account for 75-80 percent of it.

Brand Introduction

Zandu Ultra Power Balm is a topical analgesic for those who suffer from strong pain. It is targeted at hardworking individuals who cannot allow pain to become a disruptor in their lives. It features a stronger Ayurvedic formulation of Menthasatva, Nilgiri oil, Gaultheria oil, and other ingredients that soothe strong tension headaches, body aches, neck and shoulder aches, sprains, muscle pain, and other localized pains.

Summary

The Zandu Ultra Power Balm engagement campaign is targeted at the common man/woman with a hectic life, suffering from physical body pain be it headaches, backaches, or body aches. This pain can tend to take over the lives of people and disrupt routines. In a bid to connect with the TG and bring out the brand USP of a strong balm for strong pain, the brand roped in Khali as he matched the brand identity of being a strong solution to strong pains.

Problem Statement/Objective

Mild pain relief products do not fulfill the needs of people who require a stronger solution. This is where the Zandu Ultra Power Balm awareness campaign comes into play. The campaign uses a mix of television, print, and social media to reach out to its target audience.

Brief

To create brand awareness for Zandu Ultra Power Balm as a solution to strong pain. To do this, the brand attempted to engage with the TG, leveraging brand ambassador, Khali for higher brand recall.

Creative Idea

Humour is a tool that can convey the most serious of messages in the simplest of ways. Leveraging this, the brand used the caricature style of illustrations, Zandu brought alive the connection with painful wrestling locks, the TG suffering from pain in their various everyday life situations.