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Hitkary

Hitkary Herbal Sharbats

01 –Overview

Brand: Hitkary Pharmacy Works Pvt. Ltd.

Product Line: Hitkary Herbal Sharbats (Ayurvedic syrups and summer drinks)

Market: India – FMCG, health-conscious and traditional beverage consumers

Hitkary is a legacy Indian brand known for its herbal and Ayurvedic beverages, especially during the summer. However, the brand lacked a strong media presence and needed to modernize its image while retaining its Ayurvedic roots.

02 –Campaign Objectives

Increase Brand Awareness among urban and semi-urban audiences.

Modernize Brand Perception while staying true to traditional values.

Drive Sales during the summer season (peak season for sharbat consumption).

Compete with similar products like Rooh Afza, Dabur, and Patanjali.

03 –Campaign Strategy

Positioning: “Sharbat with a purpose” – healthy, herbal, and refreshing.

Emotional Appeal: Nostalgia, Indian family values, and summer traditions.

USP Highlighted: Ayurvedic benefits, cooling effect, and natural ingredients.

Target Audience: Families, health-conscious youth, and mothers.

04 –Creative Execution

TV Commercial Concept:
Tagline: “Thandak bhi, Tandurusti bhi.” (Coolness and health – together.)

Storytelling Approach:
Set in a typical Indian household during a hot summer afternoon.
A mother prepares Hitkary Sharbat for her children coming home from school.
Visuals of pouring the syrup, mixing with cold water, and kids happily enjoying it.
Narration explaining how it’s not just tasty but also good for health (Ayurvedic).

Ad Duration: 30 seconds

Tone: Warm, nostalgic, family-oriented

Language Versions: Hindi (main), regional language dubs for South India and East India markets

05 –Media Plan

Channels:
Hindi General Entertainment Channels (GECs) like Star Plus, Zee TV, Sony
Regional GECs for Tamil, Bengali, and Marathi audiences
Kids’ channels and Food/Lifestyle channels

Timing:
Peak afternoon and early evening slots (when sharbat consumption is relatable)
Heavy rotation during April–June (pre-monsoon summer)

06 –Key Takeaways

Sales Growth: 25% increase in Q2 sales compared to the previous year.

Brand Recall: 3x jump in aided brand recall post-campaign (as per a Nielsen survey).

Increased Shelf Visibility: More retail chains and kirana stores began stocking Hitkary.

Digital Spill over: UGC content on Instagram and YouTube showcasing Hitkary recipes (Sharbat, mocktails, etc.)

07 –Results & Key Metrics

Quantitative Results:
Reach: Over 30 million impressions across all TV channels.

Sales Uplift: 15% increase in sales during the campaign period.

Brand Awareness: 18% increase in brand recall (measured via post-campaign surveys).

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Ayur Herbals
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