NovaMedica Starts its First Media Campaign

10 June 2015


June 10, 2015, Moscow – Russian pharmaceutical company NovaMedica has started its first TV and Internet media campaign targeted at promotion of innovative gastroenterological products under an umbrella brand “Benegast”. Media campaign includes rotation of video commercials produced by BAZELEVS, a movie company owned by a famous director Timur Bekmambetov.

“Start of media campaign on TV opens a new chapter in the history of NovaMedia. Our copany is only three years old and this is our first experience of producing and broadcasting video commercials promoting innovative products from our portfolio,” said Olga Fateeva, Marketing Director at NovaMedica. “Benegast video commercials look nice, presentable and outstanding on the general background. Our confidential tone allowed us to removes a taboo from such a delicate matter as digestion problems.”

“It is extremely difficult to produce an extraordinary video commercial for a pharmaceutical product – the audience is bored and tired of jokes about uncomfortable moments with a happy end bringing a quick solution of the problem,” noted Timur Bekmambetov. “That’s why we wanted to use a new approach and show people how they can get rid of unpleasant symptoms with the help of a modern product. I am sure that such a fresh approach to well-known problems will be able to change the consumers’ attitude to their health.”

The shooting was directed by Simas Lindesis, a popular Estonian director who made TV commercials for such popular brands as BMW, Samsung and Schick. 

Reference Information: 

NovaMedica is a Russian pharmaceutical company established in 2012 by DRI Holdings Limited, a portfolio company of Domain Associates LLC, and Russian investment corporation RUSNANO, which implements government policy of fostering the development of hi-tech industries. The company’s strategy is aimed at localizing production of a wide range of new medicines and technologies in the Russian market, including screening and registration of new pharmaceuticals, and the creation of innovative GMP-standard manufacturing facilities. 

Bazelevs is a Russian company producing movies and TV commercials. The company was founded in 1994 by Timur Bekmambetov.

Benegast is targeted at the consumers who take care of their health but do not want to take medicines. Food supplements Benegast Regulamine and Benegast Redugas help against such frequent digestion problems as constipation and bloating. The product line also includes Benegast Reduflux – an innovative and safe solution against heartburn

Benegast Regulamine TV commercial:

Benegast Redugas TV commercial:

Simas Lindesis’s impression of the shooting process:



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