: Saridon Rebranding Story: From TVC jingle to building #SirfEkSaridon on social media #IndiaNEWS #Indian Social Media Keeping up with the evolving preferences of the next generation, Saridon has donned

Posted in: #SirfEkSaridon #IndiaNEWS #Indian

Saridon Rebranding Story: From TVC jingle to building #SirfEkSaridon on social media #IndiaNEWS #Indian Social Media
Keeping up with the evolving preferences of the next generation, Saridon has donned a new hat with a revamped look and a stronger social media strategy. Heres more.

Saridon has been around for over five decades, a legacy it is now leveraging to make inroads in the world of millennials and Gen-Z through social media. They have relaunched the product with refreshed, contemporary packaging and a message that nudges people to relieve themselves of pain instead of hiding it for the sake of others around them. It goes well with the needs and aspirations of today’s youth, which is much more vocal about their lives, the good and the bad, than the generations before. The social media presence and strategy of Saridon complement it well.

To build resonance with young, resilient Indians, Saridon is leveraging social media and other digital platforms as crucial elements of its media mix. Traditional media continues to be essential as it helps them reach a wide range of consumers, especially in Tier II and Tier III markets.

“Marketing today is challenging and exciting at the same time. The mix of traditional and new age media offers the best of both worlds,�? says Ritu Mittal, Head-Marketing and Digital, Bayer Consumer Health India.

She further explains that marketers today can target their consumers not just demographically but based on their behaviours, preferences, and purchasing patterns. It drives relevance and improves efficiency. For medical brands, this trend has been a welcome change as it allows us to simplify the complex language of the product and reach our target consumers directly with relevant content and context,�? Mittal adds.

Rebranding is bound to be an uphill task for any legacy brand. the same is true for Saridon. They sell a product that no one would buy unless they have to. It is not a commodity that a person would buy in the hope of ever using it. Saridon seems to have factored this in their social media communication. The brand is embracing the rough instances and portraying how their presence helps turn things around. And, they are using social media and its netizens to do so.

While our media strategy is all-encompassing, television will continue to be one of the key mediums to communicate our message of positioning Saridon as the first line of defence for headaches. We are also leveraging regional language platforms to engage with young adults in Tier II/III cities using static and video content — including those who use feature phones, Ritu adds.

Sirf Ek Saridon

As a headache relief brand, Saridon wants to be the trusted ally for its consumers. They are using the #SirfEkSaridon campaign to reiterate how the product can help people enjoy a pain-free life by getting rid of their headaches.