As part of the latest Saridon relaunch campaign, MediaCom and mCanvas co-created a media innovation to ensure the delivery of the message to the target audiences. The objective of the campaign was to promote the new TVC on mobile while having a two-way engagement with the consumers. With a ‘Buy now’ CTA, mCanvas and MediaCom created an interactive mobile ad for its users.
Talking about Saridon, Sandeep Verma, Country Head, Bayer Consumer Health India, said, “Leveraging Saridon’s strong lineage & recall value, we at Bayer Consumer Health India in collaboration with MediaCom and mCanvas co-curated the unique interactive banner aiming to draw a beautiful synergy between the brand’s core values, creativity and technology. Customers are at the center of our business strategy and the initiative harnesses individual brand strengths to target young adults through an engaging digital innovation and refreshed packaging.”
Talking about the campaign and collaboration, Ritu Mittal, Head of Marketing and Digital, Bayer Consumer Health India, said, “The innovation conceptualized by Mediacom and mCanvas is well integrated with our core proposition of ‘Sar Dard Chupao Nahi, Mitao’ to position Saridon as the first line of defence against headaches. Leveraging technology and creativity as a medium, the innovation brings forth the truth that consumers often fake a smile to hide their headaches. The integrated solution features a call to action, “Buy Now” directing users to the respective/brand’s landing page.”
Vishal Shah, Managing Partner, Mediacom, said, “Digital and technology are key to connecting with consumers today and we are happy to collaborate with the mCanvas team on this first of its kind innovation for Saridon using facial recognition and smile detection technology to bring the core proposition alive in an engaging format with consumers.”
Indrani Khanvilkar, Director, National Sales, mCanvas, said, “This campaign challenged us to create an intriguing ad for a brand that is not only popular but also a category leader. We took a cue from the brand tagline and created an ad that combined the phone’s native camera with our ’smile detection’ API to create an experience that drives engagement and positive brand recall.”
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