Hamdard Laboratories Re-launches Cinkara With a New Campaign ‘Breathless’

A new marketing campaign #Breathless has been rolled out by Hamdard Laboratories (Medicine Division) for its well-known tonic brand Cinkara. The company has made an attempt to alter the brand’s position, with a new packaging strategy and a different look to increase customer’s acceptability for the said product. Sunidhi Chauhan has been roped in as the face for the campaign and also behind the voice for #Breathless.

The campaign primarily builds a connection with homemakers and mothers who are the prime figures in a family and are responsible to ensure the good health of every family member. Chinkara claims itself as a tonic that has immense health benefits and fulfills the entire family’s nutritional requirements. The brand leaves no stone unturned and moves to print, television, radio, and social media platforms to increase the campaign’s reach and at the same time spreads the message and for the need for a balanced and healthy life for self and as well as the family. Hamdard Laboratories in association with Radio Mirchi is working towards increasing the reach and engage radio listeners through a unique challenge that is  ‘The Breathless Challenge’. In addition to it, Hamdard has also started video advocacy campaign and blogs with Mothers platform.

“My late grandfather had a vision for the brand and its role. The Cinkara packaging is inspired by our tricolor, hoping that one day it would become the tonic of the nation. For more than 40 years now, Cinkara has been one of the most popular and affordable health tonics in the country. At Hamdard, it’s our constant endeavor to provide products that are targeted at holistic wellness and keep us energetic to fight life challenges”, said Mr. Abdul Majeed, Chairman, Hamdard Laboratories (Medicine Division).

Commenting on the campaign launch, Ms. Suman Varma, Chief Marketing Officer, Hamdard Laboratories (Medicine Division) said, “Cinkara is an iconic brand and with this repositioning, we want to reach out to the maximum number of households. We believe that our mothers hold the key to our health and happiness and are an important part of the chain. We are pleased to have Sunidhi Chauhan as our brand ambassador for the campaign as she resonates well with our consumers who are excelling at both professional and personal levels. The Cinkara song is an ode to all the mothers and homemakers who do everything to keep us going.”

Pranav Harihar Sharma, Creative Consultant, Hamdard Laboratories (Medicine Division) said, “We often hear people say that – ‘Saans lene kabhi waqt nahi milta!’ This summarizes the tussle of an Indian middle-class family who is living a breathless life and juggles between multiple roles and responsibilities.  With Cinkara’s new campaign, we have tried to give this reality of ‘breathless life’ an entertaining twist by narrating the role of Cinkara through a mother’s lens and dedicate the breathless song to all the super moms and their families. The campaign is live on various digital platforms, print, and radio.”

Talking about the product Cinkara is a health tonic and claims to restore lost energy, increases appetite, improves debility and conditions of fatigue, and is effective in convalescence.

The tonic is very popular among the masses and is loaded with vitamins, minerals, and herbal extracts, it has six essential Vitamins along with four minerals and nine effective herbs to keep the body strong and healthy. 

The Hamdard tonic is now displayed on various e-commerce platforms like Amazon and Healthmug.