Multivitamin Brand Supradyn’s First-ever Consumer Campaign Encourages India to Reach its 100% Potential

Supradyn, the iconic multivitamin brand owned by Bayer’s Consumer Health division in India, has relaunched with a new campaign ‘Sahi Poshan Harr Din, Khane Ke Saath Supradyn’ addressing consumers in India directly for the first-time in its sixty-year legacy. Conceived by Lowe Lintas, the campaign is rooted in the insight that an average Indian diet meets only up to 70% of one’s daily nutrition requirement, according to nine out of 10 doctors and nutritionists from urban India in a recent survey conducted by the brand. The campaign aims to create awareness on how this deficit can be overcome by adding a multivitamin to our daily diet and positions Supradyn as the go-to solution to unlock one’s 100% potential every day.

The pan-India campaign aims at targeting young Indian consumers aspiring to live in their prime, across all its key markets. The brand relaunch is supported with an upgrade in its formulation which now contains 5X Zinc (as compared to the older formulation) and 12 essential vitamins for more energy and immunity. It is now also available in a new and improved packaging which is more premium and contemporary.

Sandeep Verma, country head, India, Bayer Consumer Health Division, said: “This marks an important milestone for Supradyn which has built a trustworthy relationship with doctors and healthcare professionals over the years. We are now happy to also address the consumers directly for the first time in the brand’s six-decade legacy, leading discussions and creating awareness in the nutrition and multivitamin-multimineral category. Our campaign brings to light Supradyn’s role in complementing a healthy diet, which provides only up to 70% nutrition, thereby bridging this nutrition gap and providing more energy and immunity every day.”

Talking about the campaign, Ritu Mittal, head – marketing and digital, Bayer Consumer Health India, said: “The pandemic situation has reset our priorities, bringing health and wellness to the forefront. With the launch of this ‘first-ever’ Supradyn campaign in India, we intend to educate our consumers on the micronutrient insufficiency in their diets in a relevant and memorable way. We want to encourage them to take One Supradyn Daily tablet every day for improving their energy levels and boosting immunity. The campaign ‘Sahi Poshan Harr Din, Khane Ke Saath Supradyn’ will encompass all modes of media mix with a strong focus on digital.”

The campaign film highlights how simple daily activities may seem like mammoth tasks when a diet is unable to meet the body’s daily nutritional requirements. It finds its protagonist in the average woman of today, aptly named ‘Miss 70’, who is able to give at most 70% output despite putting in her 100% effort due to the wide nutrition gap, leaving her not only low on energy for most part of the day, but also more prone to falling sick.

Tasneem Ali, executive director, Lowe Lintas said: "We are delighted to be a part of Supradyn’s relaunch, a milestone in itself, that brings to light a relevant conversation in a simple yet memorable manner. The past year and a half have changed the way we look at our health and wellness, showing us how our diet cannot be solely relied upon to maintain energy and boost immunity. Our campaign hence starts a relevant conversation highlighting relatable concerns to draw the curtains on Supradyn’s improved solution that helps you reach your 100% every day.”

The integrated campaign which went live earlier this week is being promoted via TV spots, digital ads and other online and offline mediums.