Soliance Design & Branding WHEN FOOD ATTACKS by Brand David Mumbai

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Design & Branding
Market India
Agency Brand David Mumbai
Copywriter Vikash Chemjong, Ajay Gahlaut
Typographer Basab Tito Majumdar
Released December 2011

Credits & Description

Category: Posters
Executive Creative Director: Ajay Gahlaut (Ogilvy & Mather, New Delhi)
Sr. Creative Director: Vikash Chemjong (Ogilvy & Mather, New Delhi)
Sr. Creative Director: Basab Tito Majumdar (Ogilvy & Mather, New Delhi)
Copywriter: Ajay Gahlaut (Ogilvy & Mather, New Delhi)
Copywriter: Vikash Chemjong (Ogilvy & Mather, New Delhi)
Art Director: Basab Tito Majumdar (Ogilvy & Mather, New Delhi)
Typographer: Basab Tito Majumdar (Ogilvy & Mather, New Delhi)
Media placement: Poster - Instores - 14 December 2011

Describe the brief from the client
Indian cuisine is as chaotic as the country itself. The multitude of spices and flavours all in one meal! Of course, people here don’t take their time to nibble over their meals, they simply attack it! And, within seconds, one hears that loud satisfied burp which here is more of an appreciation than bad manners.
And, due to these very food habits, the ‘satisfied-burp’ is sometimes elusive. Because often the food attacks back causing acute acidity.
Our brief was simply to remind people that every time food led an assault on their stomach, the best form of defence - Peptocid.

Describe the challenges and key objectives
As mentioned above.

Describe how you arrived at the final design
A series of interesting posters across the city with a simple graphic image. One that was by its very subject, very eye catching, ‘unordinary’ and ‘unnormal’ so to say. In these we showed candid shots of different animals in some situation or the other attacking humans. And a simple line tied up the whole thought – when food attacks – there was always Peptocid one could run to for protection

Give some indication of how successful the outcome was in the market
There was a phenomenal response in terms of product inquiries and a huge upswing in the sales of the product. Leading to not just happy stomachs but a very happy client.