solvinEXDS – Advibe Media

Solvin EX & Solvin DX

Solvin EX and Solvin DX are specialized cough syrups designed to treat different types of coughs—Solvin EX for wet cough and Solvin DX for dry cough. Our agency was tasked with creating a pop culture campaign that would resonate with the target audience (TG) by leveraging popular movie dialogues and scenes, and twisting them to align with the brand communication.

Jaisa Cough Waisa Cough Syrup

Campaign Objective: The primary objective of this campaign is to address the widespread misconceptions in the treatment of cough. Many people are unaware that different types of cough require different treatments. Solvin aims to highlight this distinction and educate the audience about the specific benefits of Solvin EX for wet cough and Solvin DX for dry cough.

Creative Concept:

Campaign Theme:
- The campaign is titled “Jaisa Cough Waisa Cough Syrup,” which translates to “This Cough Story is a Bit Filmy.”
- The theme revolves around using popular movie dialogues and scenes that the target audience can relate to, and creatively twisting them to convey the brand message.
Illustrations:
- Original illustrations of iconic movie scenes are used to visually represent the campaign.
- Each illustration features a popular dialogue that has been cleverly modified to highlight the distinction between wet and dry cough treatments.
- For example, a famous dialogue about a character’s struggle can be adapted to show the struggle with a specific type of cough, and how Solvin EX or Solvin DX provides relief.

Execution: The campaign was executed through various channels to ensure maximum reach and engagement:

Print Media: Eye-catching posters and brochures distributed in clinics and pharmacies.
In-clinic Inputs: Informative materials and displays within clinics to educate patients and healthcare providers.
Gimmick: Creative promotional items featuring the campaign theme to reinforce the brand message.
Phygital Inputs: A blend of physical and digital marketing strategies to create an immersive and interactive experience for the audience.

Conclusion: The “Jaisa Cough Waisa Cough Syrup” campaign successfully leveraged pop culture to address misconceptions about cough treatment. By using popular movie dialogues and scenes, the campaign created a strong emotional connection with the audience, making the distinction between Solvin EX and Solvin DX clear and memorable. This case study highlights our agency’s ability to create innovative and relatable branding solutions that effectively communicate the client’s message.