Medicircle speaks with the Creative Director of the brand with the largest media budget Dr Ortho to understand what goes in the making of the campaign

Medicircle catches up with the Creative Director, Rajesh Bhardwaj, to understand what goes behind the planning

Tell us the basic ideas which goes in planning the Dr Ortho campaign 

Dr Ortho, the brand which with the largest media spend among the OTC brands have always depended on mass advertisements with maximum acceptability. Our research says, Dr Ortho campaigns generally do better at B towns over Metro cities. In Metro cities, consumers generally consult Doctors before any medication while B town consumers are more driven by word of mouth, experience and brand communications, chemists also plays a big part in pushing the OTC medicines. So as a principle we keep our advertisements simple and easy to understand. Also, we stress on vernacular media more than English ones. Basically we are marketing Dr Ortho to consumers who are fringe patients without any serious pain/ailments, so the brand and the communication works.

Keeping in mind Dr Ortho is the most advertised brand, what are the copy elements?

Simple pointers from the person whom you can trust, someone who is beyond doubt and is an icon in his field. We used Javedji in our print as well as TVC's to drive home the trust factor . Apart from his iconic status, he is also at the right age group to advise about joint pains. He instills confidence and trust among the consumers and rest the product works on its own because at the end of the day no matter, how much campaigning you do the product needs to be good to sustain in the markets.

About Rajesh Bhardwaj

Rajesh Bhardwaj is an Indian film producer who has worked as Ad film director predominantly in Bollywood. He has handled brands likes Roop Mantra, Kuka Cough Syrup, Sachi Saheli, Sunsex, MDH masala, Besides Dr Ortho.