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Gelusil 1, grandma 0

New campaign by DDB Remedy uses a doctor-Dadi pair to show how sometimes household remedies do not work in the case of acidity, but Gelusil always does

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Gelusil 1, grandma 0

Gelusil 1, grandma 0

New campaign by DDB Remedy uses a doctor-Dadi pair to show how sometimes household remedies do not work in the case of acidity, but Gelusil always does

Sohini Sen | Mumbai | July 10, 2014

Gelusil-TVC Click on the image to watch the TVC.

We all have our hand-me-down recipes which fix everything from a broken nail to an acidic stomach. But sometimes, just sometimes, medicine scores over our family secrets. Gelusil's new campaign, created by DDB Remedy, reminds us that for some things we should, after all, trust our doctors.

The agency had to work around a brief which pointed out that many people ignore acidity. Those who do not may take home remedies which do not work as well or as fast as medicine. Even customers who do take antacids sometimes consume newly emerging brands. They take this in insufficient amounts which lead to only partial relief. The challenge for the agency therefore was to educate the consumers of the correct dosage of Gelusil while showcasing its immediate benefits.

To address both non-consumers of antacids and consumers of competing brands, the campaign created shows what ignoring acidity for a long time can do. It uses the trial and conversion method where people suffering from acidity are encouraged to try out different remedies and then Gelusil to make their own choice.

The first TVC opens with a grandmother and a doctor sitting on a swing, with a bride sitting between them. The bride is evidently suffering from acidity. The doctor sneers at the situation, saying that wedding season implies overeating which leads to burping and acidity. Dadi defends the situation saying that wedding season is the season of eating and celebration, and it's not a sin to enjoy. Dadi offers her a glass of chilled milk but that does soothe her acidity. The bride then tries out the doctor's remedy which is two spoons of Gelusil. The next scene shows how Gelusil helps soothe acidity in the stomach, while coating the stomach to keep it safe. The scene cuts back to the swing where the bride has now gone, leaving the grandmother and the doctor behind. Dadi burps now, and gingerly accepts the Gelusil bottle given by the doctor.

The second TVC has the same duo, this time sitting on a cycle facing two different sides. Sitting between them is an executive suffering from acidity. Like before, Dadi gives him cold milk, banana and soda, one after the other. However, none works and he is left with no other option but to try out Gelusil which the doctor recommends. Now Dadi is seen to be suffering from acidity. And as the doctor offers the Gelusil to her, she accepts it and becomes a convert.

Soumitra Sen Soumitra Sen

“The category of 'acidity treatment' seems very uninteresting from the creative standpoint. For years, antacid brands have tried to use the simple problem-solution method. Co-creation by Pfizer and DDB Remedy has tried to do away with this by introducing two characters – doctor and Dadi – to tell the story of 'acidity relief' and Gelusil in an interesting manner so as to begin a conversation with the viewer. The stories are imaginatively crafted around a humorous duel between a proverbial 'doctor and dadi' pair. The doctor brings the scientific approach alive by talking about Gelusil and its composition, while the loving Dadi with a 'chalta hain' attitude towards acidity, finally becomes a cute convert to Gelusil and its scientific way! It is expected that the doctor-dadi duel built in this fashion will pave the way for Gelusil to increase its current lead over other brands and bring a transformation to this otherwise staid category,” said Soumitra Sen, President, DDB Remedy, India.

The campaign will also be extended to Radio and online.

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Pfizer

Brand: Gelusil

Creative Agency: DDB Remedy

Account Management: Pooja Rajadhyaksha, Urvashi Guha, Soumitra Sengupta

Creative Team: Shonika Ghai, Ginny Diwan

Film Director: Raylin Valles

Production House: 10 Films

Producers: Shovik Basu

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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