Iconic Ads: Cinkara – Ye Bechara Kaam Ka Bhoj
Hamdard decided to up the imagery of Cinkara, make it look young and drive saliency. It decided to focus on the young working adult.
Hamdard products were formulated based on traditional recipes using herbs etc. One of them was Cinkara. With over exhaustion due to various reasons leading to fatigue, lethargy and low energy levels, Cinkara helped replenish energy, rejuvenate and help to get back an active lifestyle and agility. It also increased appetite and helped in convalescence.
In the mid-1980s, Hamdard decided to up the imagery of the brand, make it look young and drive saliency. It decided to focus on the young working adult to communicate the proposition of how Cinkara helps.
Sumantra Ghoshal directed this commercial. Great casting of Jaaved Jaaferi. His dancing (locking) skills were used along with his acting prowess. The important voice over in Hindi was by Brij Bhushan.
It is interesting to note that many people still call it Hamdard ka Cinkara or Hamdard Cinkara (not just Cinkara alone) all thanks to this commercial.
Ye Bechara, kaam ke bojh ka maara