Eno Design & Branding BUBBLES by Ogilvy & Mather Gurgaon

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Industry Health & Pharmaceutical Products
Media Design & Branding
Market India
Agency Ogilvy & Mather Gurgaon
Released August 2009

Credits & Description

Category: Posters
Product/Service: ENO DIGESTIVE AID
Date of First Appearance: Aug 15 2009 12:00AM
Entrant Company: OGILVY & MATHER, Gurgaon, INDIA
Group Creative Director: Ajay Gahlaut (Ogilvy & Mather, Gurgaon)
Senior Creative Director: Basab Tito Majumdar (Ogilvy & Mather, Gurgaon)
Senior Creative Director: Vikash Chemjong (Ogilvy & Mather, Gurgaon)
Media placement: Poster - Market Places, Outside Stores, Around Popular Eating Joints, And So On Across Th - 15 Aug 2009 - 31 Dec 2009

Describe the challenges and key objectives
The years of foreign rule, religious movements, and spiritual discoveries in the ancient land of India has given way to a rich potpourri of social habits, festivals, and customs. All that in juxtaposition to its rich diversity of race, culture and language [by some counts there are over 200 languages in India. Almost 1600, if you include dialects!), makes it difficult to have a communication that appeals to one and all.

Describe the brief from the client
Indians are foodies. They eat practically everything, practically everywhere [roadsides, wayside, inside, outside!] and they eat spicy! So the brief was simply to tell/remind people that the next time their damn stomach got upset/jacked, there's the trusted bubbles to set them free!

Describe how you arrived at the final design
On the one hand we had the food that jacked people's stomach and on the other, Eno - the solution for the upset stomach. So we took an element from both the sides, best representing it – food and bubbles! And we just juxtaposed them. So what we had was a pig, sheep, duck and fish made of bubbles… A communication that was arresting, yet simple and appealing. And of course we also cut across the language barrier, because we did not use any!

Give some indication of how successful the outcome was in the market
In terms of sales, there are no definite figures as such but the demand from the sales/outlets for the poster was an indication of its appeal and popularity. It has definitely done its bit make Eno the number one selling antacid in the country!