MAM
Abbott launches New Ensure™ #StrongerTogether Campaign – Encouraging India to #Stand4Strength
MUMBAI: Abbott, the maker of Ensure™ has unveiled a new television ad film as part of its integrated #StrongerTogether campaign — capturing the concerns of people over 40 who are dealing with loss of muscle and strength. The film leverages the chemistry of real-life couple and popular actors, Ram and Gautami Kapoor, to bring alive a day in life of a modern-day family.
Adults over age 40 lose 8% of their muscle every decade and are at a greater risk of facing restricted abilities in fulfilling everyday tasks or actions such as walking, taking the stairs or lifting objects in later years.
“#StrongerTogether is an integrated campaign which started with a simple but effective chair challenge called Stand4Strength, which helped people understand whether muscle loss has set in by simply trying to stand up from a chair using one leg, with arms across the chest”, said Vikash Prasad, managing director and general manager of Abbott’s nutrition business in India.
“The #StrongerTogether challenge aims to help raise awareness about how muscle loss can set in as early as 40 years: if you are in your 40’s or 50’s and can’t stand up from a chair on one leg now, you risk not being able to walk in your 70’s. While the challenge highlighted the problem, we aim to bring awareness to this challenge through a film that shows how strength can be maintained through nutrition. We want to encourage people to live their healthiest and most fulfilled lives – without compromise,” Prasad added.
The #StrongerTogether film features real life couple — Ram and Gautami Kapoor — who are celebrating their wedding anniversary. At the behest of their daughter, the father agrees to whip up a special meal but reneges on his promise when fatigue and tiredness sets in by the end of the day, disappointing both his wife and daughter. The film then goes on to portray the science of using nutrition to regain strength in eight weeks. Ensure endeavours to alleviate these issues by offering the right balance of micro and macro nutrients that help provide bone and muscle strength, boost immunity and provide energy.
The ad film – created by Abbott in partnership with Leo Burnett India – can be seen here https://youtu.be/Kqysz1Nw24U and on various media platforms including social, digital media & e-commerce. The film will run across major Hindi and regional general entertainment channels along with movies and news channels. The campaign will also be promoted across YouTube, Facebook and point of sale outlets.
Ensure is synonymous with complete, balanced nutrition. It is the only brand that focuses singularly on the needs of the 40+ adults who face loss of muscle and strength with age.
Brands
Acko CMO Ashish Mishra to exit in July
The digital insurer’s marketing chief, who helped build the brand over nearly five years, is heading for the exit.
Ashish Mishra is stepping down as chief marketing officer of Acko, with his departure confirmed for July. He remains in the role for now, and an official announcement from the company is expected shortly.
Mishra joined the digital insurance start-up in August 2020, making him one of the longer-serving marketing chiefs in India’s fintech and insurtech space. Over nearly five years, he played a central role in building Acko’s brand presence in the country’s fiercely competitive digital insurance market. More recently, he was closely associated with Acko Life’s Unmixed brand philosophy, a proposition built around pure protection products stripped of the investment components that have long complicated traditional insurance offerings in India.
Before Acko, Mishra spent over a decade at HSBC in a series of marketing leadership roles spanning the Middle East, including regional marketing manager for credit cards and advance propositions, brand and media manager, and marketing manager for retail banking. Earlier in his career, he worked on the agency side, serving as senior brand service manager at Lowe Lintas and as executive for brand communications at DDB Mudra Group.
His exit leaves Acko with a sizeable gap to fill at a time when the brand is pushing deeper into life insurance and doubling down on its direct-to-consumer positioning. Whoever takes the seat next will inherit a brand that Mishra spent five years building from the ground up. That is not nothing.
