ENEMIES by Sorento Healthcare Communications for WOCKHARDT LIMITED

ENEMIES

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Industry Hospitals, Healthcare facilities & Medical Services
Media Design & Branding
Market India
Agency Sorento Healthcare Communications
Illustrator Pritesh Rane
Released June 2010

Credits & Description

Category: Illustration
Advertiser: WOCKHARDT LIMITED
Product/Service: OSTEOARTHRITIS THERAPY
Agency: SORENTO HEALTHCARE COMMUNICATIONS
Date of First Appearance: Jun 21 2010
Entrant Company: SORENTO HEALTHCARE COMMUNICATIONS, Mumbai, INDIA
Chief Creative Officer: Rajesh Rai (Sorento Healthcare Communications)
Creative Group Head of Art: Dinesh Ghosalkar (Sorento Healthcare Communications)
Creative Group Head of Copy: Sarvesh Raikar (Sorento Healthcare Communications)
Illustrator: Pritesh Rane (Sorento Healthcare Communications)
Graphic Designer: Sachin Bugade (Sorento Healthcare Communications)
Account Executive: Sheron Thomas (Sorento Healthcare Communications)
Account Manager: Dorelle Kulkarni (Sorento Healthcare Communications)
Marketing Manager Merind Division: Audrey Silveria (Wockhardt)
Media placement: Poster - Inside Doctor's Clinics, Conferences, Meetings And Exhibitions - 21 June 2010 - 15 Dec. 2010

Describe the brief from the client
Our client wanted an emphatic presence for its brand Sammy in doctor gatherings and clinics. The brief was to create memorable and clutter-breaking communication that’s refreshing in the way it approaches osteoarthritis.

Describe the challenges and key objectives
In the highly cluttered pain management category, one has to sometimes look beyond science to gain recognition for a brand – even when addressing doctors. Our challenge was to come up with posters on osteoarthritis that would hold doctors’ attention ‘by the collar’.

Describe how you arrived at the final design
Osteoarthritis is all about pain caused by the friction between bones. Bone jarring friction. World destroying friction. Using iconic figures from current events and popular culture, and a highly distinctive illustration, our idea turned a pair of bones into diehard enemies: Bush & Osama as well as Batman & Joker.

Give some indication of how successful the outcome was in the market
The communication was really well received by the entire doctor fraternity. The results were truly overwhelming and far exceeded even our highest expectations. The brand retained its No.1* position in the antiarthritic segment with a year-on-year growth of more than 20%.

* As per ORG - IMS (Jan 2011)