The creative agency Marico for the ad film is MYO and production house is Milestone Films
Mediker, an anti-lice treatment brand from Marico, launched its new campaign ‘Mediker On Juey Gone!’
The campaign aims to educate consumers, that a mere lice comb is not enough to remove lice effectively. The conventional lice comb only targets the big lice, leaving behind small lice that stick to the scalp, inadvertently allowing further growth of their eggs and eventually new baby lice, which further become big and lay more eggs.
The concept behind the ad film originates from a common worry among mothers regarding lice affecting their children’s hair, especially during school, at exam time and generally across Indian households, in hot and humid weather conditions.
Somasree Bose Awasthi, Chief Marketing Officer, Marico, said, “Mediker’s new TVC encapsulates our commitment to providing effective solutions that address real-life challenges faced by our consumers Powered by 100% Natural Actives of Coconut and Neem, Mediker promises to solve the persistent issue of lice by breaking the life cycle from within thereby bolstering children’s self-assurance and overall well-being, something that is very important to every parent. We are thrilled to introduce this powerful solution that helps assure parents of their children’s well-being and nurtures healthy hair”.
Deepa Geethakrishnan, Founder, MYO, said, “In a functional problem solution category, the big creative challenge was to demonstrate the expertise of Mediker while keeping the story authentic and something the mothers can instantly relate to, but with a smile”.
