GSK Consumer Healthcareâs antacid brand in India, Eno, has launched the third phase of the #WhatARelief campaign to drive relevance for the brand. Due to social distancing, Â the in-home food experiments continue to be a relevant trend, as validated from the recipe search data from YouTube. Riding on this wave, Eno has partnered with Google to create a unique campaign where the communication is customised as per the recipe being searched by the user.
The brand first picked up the top recipes being searched on YouTube (which had high correlation with acidity) and then developed customised six-second creatives for each recipes. The Eno advertisment is customised on the basis of the recipe searched and plays before the recipe video commences, making the whole experience a very personalised one for the viewer.
Vijay Sharma, Area Marketing Lead, OTC and Expert Marketing ISC, GSK Consumer Healthcare, said, âWith prolonged confinement at home, food continues to be an expression of relief and people are seeking and trying new recipes that they can themselves make at home. We want people to enjoy their culinary experiments without having to worry about any interruption that may happen on account of acidity, as their trusted ally Eno is always there to take care of it. We had received an overwhelming response to the previous phase of this campaign and thatâs why we are extending it â now making it far more personalised with this unique idea.â
With this campaign, the brand will drive relevance via contextual conversations and present itself as a reliable ally against acidity.Â The campaign has already garnered a massive reach ofÂ over 14 million consumers on YouTube within a week of its launch.
âAaj Menu mein Samosa hoga, Acidity nahi!â
âAaj Menu mein Pav Bhaji hogi, Acidity nahi!â
âAaj Menu mein Manchurian hoga, Acidity nahi!â-
âAaj Menu mein Momos honge, Acidity nahi!â