Parit Print Parit: Chilli by R K Swamy BBDO Mumbai

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Parit: Chilli

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Industry Health & Pharmaceutical Products
Media Print, Magazine & Newspaper
Market India
Agency R K Swamy BBDO Mumbai
Senior Art Director Rajeshwar Rajoji
Released June 2012

Credits & Description

Category: Posters
Date of First Appearance: Mar 10 2010
Entrant Company: R K SWAMY BBDO, Mumbai, INDIA
Principal Consultant: Jairaj Banerjee (R K SWAMY)
Senior Art Director: Rajeshwar Rajoji (R K SWAMY)
Brand Strategy Director: Sushil Motwani (R K SWAMY)
Brand Executive: Sonia Lobo (R K SWAMY)
Brand Design Associate: Devangi Takker (R K SWAMY)
Graphic Designer: Rupesh Kate (R K SWAMY)
Media placement: Poster - Doctors' Clinic Waiting Areas - 10 March 2010/ One Month

Describe the brief from the client
Parit is a brand of Rabeprazole, a drug meant for controlling acid production in the stomach. It is indicated for patients with hyperacidity, ulcers and acid reflux. The most common symptom presented with is a feeling of "heat" or "burning" in the stomach and the chest area, which increases after a meal, especially if it is spicy.

COMMUNICATE that Parit nullifies this sensation of "heat" and "burning", by controlling acid production & thereby improving quality of life.

The target audience is patients with GERD - Gastro Esophageal Reflux Disorder (waiting in the Physicians & Gastroenterologists clinics to be treated).

Describe the challenges and key objectives
When a person experiences acidity on consuming spicy food, he/she experiences a burning sensation and reflux of the acidic contents of the stomach. The feeling that stays on in his/her mind thereafter is the heat/burning.
The patient communication addresses this experience.

The key objective is to communicate that they can easily consume food without worrying about acidity because Parit's cooling effect (by reducing acid production) will “de-heat” the food thereby reducing the symptoms felt due to GERD.

Describe how you arrived at the final design
The cooling effect that is produced by Parit is communicated by showing the ice cubes. The element of hot and spicy food which evokes the symptoms of acidity are symbolized by the Chilli. And therefore an ICED CHILLI is a simple-to-communicate depiction of hot food cooled down by Parit.

Give some indication of how successful the outcome was in the market
The striking poster posted in waiting rooms of clinics were a huge draw. Patients waiting to be diagnosed went in and told the doctor to consider Parit, when they prescribed some other drug for GERD.