It’s not what you think it is in Lowe Lintas Delhi’s campaign idea for Sun Pharma’s Pepmelt
Stepping up its focus in consumer healthcare business and building its presence in the digestive remedies category, Sun Pharma’s Consumer Healthcare business is rolling out a novel ayurvedic digestive care product called Pepmelt. This is an innovative product available in novel mouth-melt granules format.
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As part of its launch pad and to increase awareness about its benefits amongst consumers, Sun Pharma has unveiled a new advertising campaign that will be launched exclusively on online platforms and will highlight core attributes of the product. The campaign, which has been conceptualized by Lowe Lintas Delhi aims to bring forth the usage and benefit of instant relief anywhere, anytime. The campaign idea for the launch stems from the insight that when food is offered to somebody who’s suffering from heartburn and acidity, his/her ‘no’ can be understood otherwise. This insight offered a powerful and progressive space for Pepmelt when fused with a socio-cultural context of how, in our country, a ‘no’ response can be taken otherwise and cause heartbreak to people around.
The campaign attempts to capture beautifully a societal context through the act of saying ‘no’ to food. It brings alive this brand idea to establish the benefit of the novel product of immediate relief from heartburn and acidity.
Sharing his thoughts on the campaign approach, Naveen Gaur, President, Lowe Lintas Delhi said, “In a cluttered and largely undifferentiated category like Antacids, Pepmelt with its unique product offering gave us the opportunity to create a differentiated proposition which would make the point in a memorable and impactful way. We are excited with the way the campaign has turned out and are confident of the positive impact it will create among the consumers.”
Commenting on the campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “For the campaign we stumbled upon the insight that in our country emotions are often expressed through food and the act of saying no is taken in a negative way. Acidity and heartburn can be the reason of saying no to the food offered & the no misinterpreted in a social context gave a rich area for the brand to not only establish the product benefit but have a very differentiated POV. We strongly feel this can be a potent space for the brand on a sustained basis.”
In the film, a passenger is shown inside a train hunting for his seat. Upon finding it, he realizes that he is seated next to a group of transgenders, who affectionately offer him a share of the meal that they are having. A little taken aback, he clenches his chest as if he wants to resist their offer but it is actually a sudden heartburn that has caused him to react that way. The voiceover goes on to add how having a Pepmelt will help one ease their pain from acidity and heartburn.
Sharing his thoughts on the insight and the strategic approach behind the new campaign, Subodh Marwah, Vice President & Business Head – Global Consumer Healthcare, Sun Pharma said, “The pioneering innovation of a mouth-melt antacid arose from a big need gap our market research indicated. Consumers today lead a very hectic life, eat out a lot and are always on the move. Thus, an easy-to-carry and convenient to use Pepmelt becomes extremely relevant to them. Moreover, the idea of enjoying food without any fear is a key distinction for the brand’s positioning in the antacid category focused on providing relief for indigestion post heavy-eating. We expect Pepmelt to create great resonance and acceptance with food loving Indian consumers.”
The campaign will span the online route to begin with and will traverse the offline path at a later stage.