Gelusil
Gelusil revitalised its brand in the market with a new variant, Xtra Cool. Our art guy Shriram Mandale actually came up with the concept, and while it did open up several creative opportunities, it was really media innovations that took the ball and ran with it.
On the creative side, we scripted and produced a burst of 10-second films, which aired over a period of 6 months and supported on-ground activation and POS promotion. By the year end, Gelusil was in the enviable position of market leader, a first time for them in their 4 decade history.
While the ads did indeed do very well for the business, appreciation from the creative fraternity was harder to come by (and justifiably so), because 10-seconders don't exactly build the case for the 30-second standard on TV.
Which explains why I haven't included the ad films here. But if you'd really like to see what happens when a pharma giant sticks its neck out, I'd be happy to share some of the work with you.
Corporate Sampling Poster
Gelusil heavily promoted the new Xtra Cool variant across India and actually held sampling events at 400 corporate organizations across India.
