MUMBAI: Revital H has unveiled a new campaign featuring youth heartthrob and captain of the Indian cricket team Mahendra Singh Dhoni. MS Dhoni replaces the Kick hitmaker Salman Khan.

The integrated campaign, created by Lowe Lintas Delhi rests on the powerful and intrinsically Indian insight that often success is attributed to luck, thereby diluting all the effort that goes behind the achievement. The campaign vividly attempts to correct this misconception and pave a way for the brand as a partner of success while embodying hard work and mental alertness. With that intention, the most successful Indian cricket captain, MS Dhoni was roped in as Revital H’s brand ambassador.

Commenting on the new campaign, Lowe Lintas Delhi  president Naveen Gaur said, “The challenge for the agency was to take a really popular leader brand like Revital H to the next level of growth by creating a highly persuasive campaign. In its attempt to become a fast-evolving, achiever society there is a huge stress that’s laid on professional and personal success among individuals. The campaign attempts to position Revital H as a partner of success.”

Sharing his thoughts on the campaign approach, Lowe Lintas  CCO  Arun Iyer said, “The campaign stems from the interesting insight that many times the success achieved by others is ascribed to their luck and all the effort that goes behind gets diluted. We took a leap on this insight and created communication that most Indians would resonate with.”

Adding his insight on the new campaign, Sun Pharma consumer health care VP and head Subodh Marwah  said, “The goal now is to expand our reach and induce higher trials and we plan to do it in a way that will be well received by the consumers. In Mahendra Singh Dhoni, we have found a perfect ambassador who is not only a physically fit athlete, but also boasts of extreme mental agility – attributes that define Revital H at its core.”