ENO Expands Acidity Positioning With ‘Acidity Ke Kayi Naam’ Campaign
ENO launches ‘Acidity Ke Kayi Naam’ campaign highlighting gas, bloating, indigestion and other acidity-related symptoms.
SociapaHQ
Haleon’s antacid brand, ENO has launched a new campaign, ‘Acidity ke kayi naam, ENO sab par kare kaam’ that brings out the different symptoms that a consumer may associate with acidity.
The campaign aims to help consumers to identify these as different manifestations of acidity with ENO and is focused on the common digestive discomforts such as gas, bloating, heaviness, indigestion and sour burps.
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Three Regional Films Drive New Positioning:
The campaign has three films in Hindi, Telugu and Marathi, using everyday family interactions to bring the insight to life.
In the films, younger family members give ENO to elders who are experiencing discomfort, but first dismiss it as something other than acidity. Terms like gas, badhazmi, and bharipan are used to show the broad range of symptoms associated with the condition.
Deepali Agarwal, Head – Wellness & OTC, Haleon ISC says, “The campaign mirrors a consumer behaviour that already exists, of using ENO for a broader set of symptoms.
She added that the new communication platform is the brand’s first major shift in almost a decade, as ENO seeks to broaden its addressable market and create long-term growth by becoming relevant to a wider range of acidity-related discomforts.
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Ogilvy Brings Family Dynamics Into Focus:
The campaign is conceptualised by Ogilvy India, and uses humour and everyday family banter to communicate the product message.
The films invert the traditional family set up, with the younger members confidently offering ENO to the older ones, said Sujoy Roy, Chief Creative Officer, North, Ogilvy India.
The campaign is built on a familiar premise. An elder says “Yeh acidity nahi hai” and takes ENO and gets relief. Then there is a light-hearted product demonstration.
