Eno uses laughter as medicine

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | January 20, 2011
In order to convey the core brand proposition of quick relief from acidity, a co-branded TVC was created along with the recent release Yamla Pagla Deewana.

The leading OTC antacid brand from GlaxoSmithKline, Eno has associated with the movie, Yamla Pagla Deewana, featuring the three Deols (Dharmendra, Sunny Deol and Bobby Deol). The aim of the alliance is to reach Eno's markets in Northern and Western India.

Blue Bang Media and Entertainment, a specialist outfit in movie marketing and branding, has executed this alliance on behalf of Eno.

Since the movie focusses on the subject of marriage and celebrations, Eno's co-branded campaign aims to create a direct co-relation between the brand and quick relief from acidity, which is often the result of such celebrations.

Darshak Vyas, executive, branded content and creatives, Blue Bang Media and Entertainment, says, "Yamla Pagla Deewana, a highly mass-oriented film starring the three Deols, has several moments of celebration, with large amounts of spicy food being consumed. This provides an ideal setting for communicating the brand's proposition as an effective remedy for acidity , one which provides quick relief, and thus enables you to enjoy and savour those moments of celebration".

In order to spread the message, a co-branded TVC has been developed, depicting the brand's core proposition integrated with scenes from the film. The TVC was aired across news and music channels, as a build-up to the film's release on January 14.

While co-branded commercials have been done in the past by big spenders such as FMCG and telecom brands, it is a little out of the ordinary for pharmaceutical products to associate with movies.

Shubhajit Sen, executive vice-president (marketing), GlaxoSmithKline Consumer Healthcare, explains, "This association comes as a first for Eno and is the perfect platform for it to tap its key markets of Northern and Western India, using an innovative medium of cross-promotion."

Says Samir Karnik, director, Yamla Pagla Deewana, "It's great to collaborate with Eno. The film, much like the brand, is all about providing instant relief to the masses, though in the form of laughter. Thus, a great fit overall."

A 100-year-old global brand, Eno enjoys a presence in 34 countries, with India being its second largest market after Brazil. Eno is available in a variety of flavours, in both sachets and bottles.

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