Adgully Exclusive | Tiger Balm too enjoys good brand recall: Quadrant's NCD, Viren Kamdar

Tiger balm's new television commercial is out. The commercial designed and conceptualized by Quadrant communications show cases the fact that Tiger Balm is so popular that most people across the world. Now-a-days when the word tiger is heard, people recall Tiger Balm and not the animal ' Tiger.

The Strategy was to showcase the one uniqueness distinctive characteristic of Tiger Balm which is that it is an International brand sold in over 100 countries and also the strategy was to leverage the fact that Tiger Balm was the trusted pain relieving balm in most countries across the world.

While chatting with Viren Kamdar, National Creative Director, Quadrant Communication, Adgully got some more insights about the campaign.

He told us that the brief was really simple that Tiger is a brand trusted in over hundred countries to provide relief from pain.

Also commenting on how difficult or easy was to crack the brief and hence execution, Viren said, "We approached the brief in about many different ways. In some we showed international athletes. In others it was the empathy of women across the world...However both we and the client chose this script as it was very clear and simple in making the point because language classes are very common across India and the World. We tested the scripts across various segments and it came through in flying colors."

Speaking about the route adopted for communication, he said, "The language class provided interplay between a teacher asking about the animal tiger and students replying about TigerBalm. In this manner we managed to bring in the fact that the brand was omnipresent across the world and also gave us leeway for humor."

Also balms are used by all segments of people there the communication while being up-market had to be easily understood.

Also during the researches conducted they came across certain facts that there is a strong awareness of Tiger Balm as an international brand and the association of Tiger Balm is as a strong balm. Also it's unique packaging and logo was a bonus.

The opportunity was that Haw Par India Pvt. Ltd. re-launching Tiger Balm with a change in packaging and Tiger balm white being introduced for Headache.

The Indian balm market is dominated by heritage brands like Zandu and Amrutanjan. Tiger Balm too enjoys good brand recall in minds of the consumers, however it is more back of mind memory than top of mind memory. The brand has been away from media.