Iconic headache brand Saridon taps into resilient Indian mindset through a bold relaunch
India: Bayer Consumer Health division in India, announced the re-launch of India’s most trusted headache relief solution Saridon in an all-new look. This household brand has been India’s ‘Go-To’ solution for headaches for the last five+ decades. Leveraging its lineage and deep-rooted consumer trust, Saridon’s relaunch campaign aims to spread awareness amongst resilient young adults through a refreshed, contemporary packaging driving home the need to act on pain instead of bearing it.
As a market leader in headaches, Saridon’s relaunch genesis emanates from a category-first insight which highlights that the most common and everyday manifestation of stress results in headaches for young adults fulfilling various responsibilities. However, instead of acting on their pain by sharing and medicating it, they choose to silently suffer from it to avoid worrying their loved ones, hoping that the pain will go away on its own.
Saridon’s vision is to tackle this behaviour by owning the stress domain, through its innovative triple-action formula, playing the role of a secret ally to its target audience in finding fast relief from their headache so that they can continue to fulfill all their responsibilities without suffering from pain.
Talking about Saridon, Sandeep Verma, Country Head, Bayer Consumer Heath India, said, “At Bayer, we are committed to positioning self-care as the topmost priority by making every day healthcare easily accessible. For over 50 years, consumers all over India have relied on Saridon to fight headaches. We want to motivate people to stop hiding their headache but instead act on it through their trusted ally Saridon. The best moments in life are the ones that are lived pain-free and when one thinks of getting rid of headaches, we want them to think of Sirf Ek Saridon.”
To strengthen its messaging, Bayer India launched an integrated communications campaign with the promise of Saridon as a partner to young adults for managing their stress and being the one-stop relief mechanism. The 30-second TVC features the heartwarming and iconic “Sirf ek Saridon” jingle bringing alive the nostalgia that has resonated with its consumers for decades.
Bayer has been a trusted brand in India for 125 years with significant contributions towards advancing agriculture, public health and sustainability in the country. The company has built its reputation by delivering on our purpose: ‘Science for a better life’ and is working to make its vision ‘Health for All, Hunger for None’ a reality.
