How Flamingo has achieved a YoY revenue growth of 35-40%

Flamingo recently rolled out a 360-degree campaign with the launch of 3 TVCs, with each TVC showcasing brand ambassador Hrithik Roshan using one of Flamingo’s hero products – Lumbar Sacro Belt, Knee Caps and Heat Belt. The TVC campaign overarches the brand motto of ‘An Aid for a New Life’.

The campaign will engage with the existing and potential brand audience through diverse media interfaces such as television (across GEC, Movies, Music & News channels), print (in major dailies), digital (promotions over Social Media networks), BTL (activities will be executed in chemist shops across India), and DTH networks. The newly launched 3 TVCs focus on the 3 hero products of Flamingo – Heat Belt, Knee Cap and Lumbar Sacro Belt – with Hrithik using each of the products to navigate pain in his routine life.

Watch the TVCs:

https://www.youtube.com/watch?v=n_as1mGyukE

https://www.youtube.com/watch?v=h3An8bM-p84

https://www.youtube.com/watch?v=uaK7Lp6iGgU

In an exclusive conversation with Adgully, Rakesh Kumar, VP - Sales & Marketing, Ascent Meditech, elaborates on the new campaign, Hrithik Roshan as the perfect brand ambassador for the campaign, engaging with the audience, brand positioning and more.

What is the communication objective behind Flamingo’s new Cool Pack TVC?

The TVC showcases our brand ambassador Hrithik Roshan using the Cool Pack, whose character has the potential to reflect the strong features of the product on audiences of all ages. The aim was to ensure that Cool Pack serves as a protective shield from pain and swelling post an injury, just like the dramatic action sequences played with ease by Hrithik Roshan in the TVC.

What was the brief that you shared with the agency for Cool Pack’s new TVC? Any insights you culled out from any research?

The product Flamingo Cool Pack thrives on its innate characteristics of offering quick relief from pain and swelling post an injury. Staying true to the product’s USP, it has always been our endeavour to reflect on the problem and offer a sustainable solution to the audience. With Hrithik, a superstar par excellence, known for his action sequences among the mass audience, it was but obvious for the agency and brand to feature the brand ambassador, whereby he injures himself in an action scene and thereafter applies Flamingo Cool Pack to reduce the pain. The messaging in the Flamingo Cool Pack TVC, viz. ‘Par Hum Kabhi Haar Nahin Maante’, had been kept in sync with the inherent attitude of the mass audience of the ‘never say die’ attitude.

Why do you think Hrithik Roshan is the perfect brand ambassador for the brand? What were the criteria you looked at to sign him on?

Flamingo, the consumer healthcare brand of Ascent Meditech, an Indian multinational, stands for Trust, Care and Remain Unstoppable.

These ethics of brand Flamingo matches with the overall personality of Hrithik Roshan, who himself has fought many personal battles and emerged stronger every single time. This association has only made the partnership strong, resulting in an evolution of the brand across a period of three years.

During the initial years, the focus of brand Flamingo was restricted to senior citizens, however, we have expanded our audience basket now to include today’s Millennials. This holds true with Hrithik Roshan, whose appeal cuts across all age groups. This has resulted in the organisation’s revenue increasing by 35-40% year on year.

What is the positioning of your brand and what kind of differentiation do you plan to bring in the marketplace vis-à-vis the competition?

Injuries don’t come knocking at the door and are usually accidental, hence Flamingo Cool Pack is positioned as a must have product for every household. In view of the mass nature of the product, it was obvious to institute the idea of applying Flamingo Cool Pack post an injury and establishing the product as a household product.

In the segment of pain therapy, brand Flamingo is the market leader and with Hrithik as the brand ambassador, our communication of having Flamingo Cool Pack as the first level of treatment among the masses only gets stronger.

Who is the communication being targeted? Can you elaborate on the profile of the target audience?

Apart from regular households, Flamingo Cool Pack also has tremendous usage among sportspersons. The convenience and competitive pricing make the product appeal among the young, millennials, sports fraternity and old age.

How do you plan to engage with your audience? Will it be a digital-led engagement or are you going to explore some mass media also to reach a wider spectrum of audience?

Brand Flamingo operates in the problem solution category and has traditionally preferred and invested in the visual medium, viz. print and television, to communicate about the pain problem and resultant pain relief solution (product). With the product also being available at chemist shops, the brand has not shied away from various BTL activations, thereby developing awareness at the point of purchase. However, the pandemic has drastically changed consumer behaviour and media consumption. We are fully sensitive to new age e-commerce and accordingly digital spending is also getting prioritised. As part of the digital spending, we are also looking at influencer marketing of Flamingo Cool Pack, keeping in mind the ‘mass’ nature of the product.