GOODCARE PHARMA Promo DISAPPEARING GAS by Ogilvy & Mather Kolkata

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DISAPPEARING GAS

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Industry Public awareness, Public Safety, Health & Hygiene
Media Promo & PR
Market India
Agency Ogilvy & Mather Kolkata
Creative Director Sukhendu Mukherjee
Copywriter Hannah Rohini Jacob Joseph
Released February 2011

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: GOODCARE PHARMA
Product/Service: DIGESTION AID
Agency: OGILVY & MATHER
Date of First Appearance: Feb 1 2011
Entrant Company: OGILVY & MATHER, Kolkata, INDIA
Executive Chairman & Creative Director South Asia: Piyush Pandey (Ogilvy & Mather)
Executive Creative Director South Asia: Sumanto Chattopadhyay (Ogilvy & Mather)
National Creative Director: Rajiv Rao (Ogilvy & Mather)
National Creative Director: Abhijit Avasthi (Ogilvy & Mather)
Creative Director: Sukhendu Mukherjee (Ogilvy & Mather)
Creative Partner: Koustuv Chatterjee (Ogilvy & Mather)
Creative Controller: Jayatsen Bhattacharya (Ogilvy & Mather)
Senior Visualiser: Siddhartha Sankar Ray (Ogilvy & Mather)
Copywriter: Hannah Rohini Jacob Joseph (Ogilvy & Mather)
Media placement: Live Event - Outside Pharmacies All Over Kolkata - 1 February 2011

Describe the objective of the promotion.
Street food is abundant in Kolkata, and so is the indigestion and discomfort that accompanies it. Goodcare Pharma wanted to promote Baidyanath Gas Guard and make the general public aware of how rapidly this product aids in digestion.

Describe how the promotion developed from concept to implementation.
We wanted to promote an otherwise humdrum product in a way that would catch the attention of people and engage them. We set up installations outside pharmacies, consisting of a magic slate which could be written/drawn on, and then erased with a single stroke. The magic slate was placed on a life-sized cutout of the human digestive tract and operated by a representative of Baidyanath Gas Guard.
Customers were asked to draw their favourite street food items on the magic slate, whereby the brand representative made the doodle disappear by moving the slider to the right.

Explain why the method of promotion was most relevant to the product or service.
This promotion occured right outside pharmacies, and the product was thus top of mind when customers entered the store. Additionally, the interactive nature of the promotion ensured brand recall.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion was hugely successful and resulted in more than a 23% increase in sales of Baidyanath Gas Guard.