ENO associates with Yamla Pagla Dewana

Brand : Eno | Product Group : Health | Pharmaceutical Products | Name of Agency : Praxis Media | City of Agency : Mumbai | Country Of Agency : India | Client : GlaxoSmithKline Consumer Healthcare India | Work type : Client work | Date of publication / release : Jan 17, 2011 | Body copy :

ENO associates with Yamla Pagla Dewana to tap its key markets of Northern and Western India

ENO: associates with movie Yamla Pagla Dewana to create a familiarity and direct co-relation with quick relief during celebrations

FMCG and telecom brands are the biggest marketers, battling it out for the consumer's eyeball and the largest share in the advertising chain. However, it's a little out of the ordinary for pharmaceutical products to associate with movies.

Glaxo SmithKline has entered into an association with the forthcoming film ‘Yamla Pagla Deewana’ through its OTC antacid brand ENO. Blue Bang Media and Entertainment, a specialist in movie marketing and branding outfit, has executed this alliance on behalf of ENO.

Darshak Vyas, Branded Content and Creative, Blue Bang says, “ Yamla Pagla Dewana, a highly mass-oriented film starring the 3 Deols, has several moments of celebration with large amounts of spicy food being consumed. This provided an ideal setting for communicating the brand’s proposition as an effective remedy for acidity which provides quick relief and thus enables you to enjoy and savor those moments of celebration”.

ENO is the leading antacid taken for providing instant relief from acidity, gastric discomfort and heart burn. It gets you back on track instantly as it begins to work in six seconds. A 100 year old global brand, ENO enjoys a presence in 34 countries, with India being its second largest market after Brazil. ENO is faster than any other tablets and liquid antacids and is available in a variety of flavor in both sachets and bottles.

Shubhajit Sen, Executive Vice President (Marketing) at GlaxoSmithKline Consumer Healthcare says, “ENO is a bubbly, energetic and lively brand. This association comes as a first for ENO and is the perfect platform for ENO to tap its key markets of Northern and Western India using an innovative medium of cross-promotion.”

A highly upbeat, co-promotional TVC has been developed, depicting this core proposition of quick relief from acidity, well integrated with scenes from the film. The TVC is being aired across News and Music Channels, as a build-up to the film’s release from 7th January – 16th January. The TVC highlights the brand’s intrinsic benefits, creating an atmosphere of fun.

The TVC can be viewed at

Samir Karnik, Director, Yamla Pagla Deewana says “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.”

Yamla Pagla Deewana is the new offering of the Deol family which stars all the 3 Deols – Dharmendra, Sunny and Bobby Deol. The movie’s being produced by Top Angle Productions and One Up Entertainment and is being directed by ace director Samir Karnik. Yamla Pagla Deewana releases nationwide on January 14th and will mark an energetic comeback for the 3 Deols. Just a couple of months back, the film’s theatrical trailer had such an overwhelming response that the film is rumored to have been sold out at fancy prices in all major territories. The trade is abuzz about this movie – anticipated to be the first blockbuster to set things rolling in 2011.

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