Vijender Singh promotes benefits of Power Vita in latest film for Patanjali

11 Aug,2017

By A Correspondent


Banking on its recent successes, Patanjali has recently launched a new drink in the health food category (HFD) – Power Vita. For this new product, DDB Mudra North, the came up with the tag line- ‘Poore Parivaar Ke Prakritik Poshan Ke Liye’. The agency was tasked to create a distinct identity for the product in the well-established, brown, health drink category.


To reinforce the Indian origin of the product, celebrity boxer and Olympian Vijender Singh was roped in as the brand ambassador.


Commenting on the campaign strategy, Avinash Kumar, CGM- Marketing & Media, Patanjali Ayurved said:”With Patanjali Herbal Power Vita, we intend to provide consumers the ultimate and natural powerhouse of their family’s daily nutrition. Featuring Vijender Singh for the film has been great since he is the face of Indian boxing today and epitomizes hard work and perseverance; the apt quotient for our product.”


Vandana Das

Added Vandana Das, President & Managing Partner, DDB Mudra North, said: “Patanjali’s Power Vita is a unique health drink that’s aimed at the entire family and not just kids. While the campaigns for other malt based health drinks are focused on the nutritional needs of growing kids, we wanted to create a distinct space for Power Vita. Vijender Singh is a champion sportsman and Olympian, and his image is that of a grounded and dedicated athlete. He fits in naturally with our campaign idea, ‘Poore Parivaar Ke Prakritik Poshan Ke Liye’.”


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