Piramal Enterprise’s Saridon, India's largest headache analgesic, wins two Gold Emvie Media Awards 2013 for “Best Media Strategy” and “Best Media Innovation on Radio”. It is also honoured with “The People’s Choice Award” for the top 10 advertisers in 2013 at The EMVIES 2013, instituted by the Advertising Club, India.
Saridon’s “Filmi Headache Meter” or the “Saridon Movie Review” campaign was a big hit among the masses wherein the brand roped in the media agency Lodestar UM to use movie reviews along with other relevant headache properties to drive engagement with consumer in an entertaining yet relevant manner. Anupama Chopra’s ‘The Front Row’, Rashi Irani’s reviews in Hindustan Times were branded with the Saridon Headache Meter.
Saridon was also positioned as “The National Headache Reliever” as it looked at various headache situations in media. The best movie reviewers in the industry used the Saridon and headache association to ‘Saridon rate’ a movie. With a total of 9680 interventions during stressful content and more than 50,000 seconds of Saridon associations on Media, Saridon received five stars for its performance in 2013.
Kedar Rajadnye, President & COO - Consumer Products, Piramal Enterprises says “It is indeed a moment of pride for us to win this prestigious Emvie Media Awards. We may not have the big budgets of some of other brands but we make that up by being focussed to our brand core. Saridon’s “Filmi Headache Meter” is an interesting way movie reviews are done. We are happy that idea found traction with innovative partners like Big FM and Hindustan Times and thanks to them we could take this idea to our consumers. This property emerged from voice of our consumers. Movies have become a part and parcel of our lives now and the seeing some of the movies that are dished out currently – consumers felt that at the end of the 2 hour ordeal they got nothing out except a headache. Saridon thus became an integral part of the conversation about a movie review. We just converted this insight into a brand property. We are looking for more such win-win partnerships to take this forward”