Mumbai, Dec 14: India’s leading Pharma Company in the oral healthcare segment – ICPA Health Products Ltd (ICPA) is set to launch an engaging commercial campaign for its denture management product – Fixon. The ad commercial is initially scheduled for presentation in movie theatres, followed by a shorter version to be aired on television later this month. Conceptualized and created by Mumbai based Vitamin E Studioz, the live action commercial features renowned actor, Alok Nath. Centred on addressing the challenges encountered by denture wearers, particularly the elderly, the advertisement effectively highlights how Fixon significantly improves daily routines and activities.
“Celebrating our commitment to oral healthcare innovation, our latest commercial campaign for Fixon goes beyond promotion, it’s an educational journey. By highlighting Fixon’s benefits in everyday denture use, through compelling storytelling, we aim to inform individuals about the transformative impact of our product. Through this campaign, we’re attempting to raise awareness on how Fixon enhances comfort, confidence and daily living for those who rely on dentures,” says Ms Abha Damani, Director, ICPA.
The campaign’s tagline, “फिक्सॉन जब करे काम, तो खेलना खाना सब हो आसान” (When Fixon gets to work, everything from playing to eating becomes easy), sets the tone for a 50-second advertisement in Hindi slated for movie theatre display, followed by a 30-second version on national television. The ad promises to engage and make a lasting impact on viewers.
“Our focus extends beyond offering a product; it’s about a holistic approach to oral health and well-being. We anticipate this commercial campaign will strongly resonate, especially with the elderly and significantly amplify our brand’s presence,” concludes Ms Damani.
Fixon, an efficient adhesive, provides a secure and comfortable hold for dentures throughout the day. The product significantly improves the daily lives of denture users, enabling them to eat, speak and maintain a confident appearance with ease. Available in both cream and powder forms; Fixon offers versatility and reliable support for denture wearers.
The commercial also features actresses – Archana Gupta and Ria Bhattacharyaji. Archana Gupta has starred in several critically and commercially successful Kannada films including Circus, Lift Kodla, Karthik and Achchu Mechchu, and was recently seen in a web series – Poison for Zee5. Ria Bhattacharyaji is a popular singer, performer and songwriter.