Marketing Featured South Asia

Digestive aid Lupizyme Plus pokes fun on latest ad with story on a certain ‘Gut Whisperer’

India – Latest ad from an Indian brand passes through our radar armed with a silly and comic punch. Lupin’s OTC brand Lupizyme Plus for gut health tells a documentary-style narrative of a man’s life with a unique gift – listening and interpreting the problems of the gut. 

Dubbed the ‘Gut Whisperer’, the ad is conceptualized by Contract Advertising and takes viewers on a journey of how the man’s ‘gift’ helped people who suffered from gut and stomach problems – ultimately directing them to relief through the real ‘ustaad-ji’ of gut problems – Lupizyme Plus. 

Anil Kaushal, head of OTC business at Lupin, said that in order to take the brand to the next level, it’s important to make it a conversation leader.

“This idea is the next step in that regard, to build engagement with our audiences, start conversations and make the brand top of mind when it comes to gut health,” said Kaushal. 

Supratik Sengupta, head of marketing of Lupin’s consumer healthcare, commented, “Breaking the norms of a category is always challenging. But this idea managed to weave in the voice of the brand with the need to tell the Lupizyme story in a disruptive, yet relevant and engaging way.” 

Sagar Mahabaleshwarkar, chief creative officer of Contract Advertising, vouches for the appeal of a documentary and says that the story of a life told in this way injects a different level of engagement. 

“And with the Gut Whisperer, we got a chance to disrupt traditional OTC communication conventions. And with Lupin, we had a great client who immediately saw the potential of this idea,” said Mahabaleshwarkar.

Lupin’s Lupizyme Plus is available as a tonic, capsule, and tablet and contains a PRO-Body formula that stimulates the body’s natural digestive process to provide relief from indigestion.

Marketing Featured South Asia

Contract Advertising nabs mandate for Indian food brand Haldiram’s

India – Contract Advertising, a Wunderman Thompson group company, has won the mandate for Haldiram’s, an Indian multinational sweets, savouries and retail/restaurant company headquartered in Delhi.

The mandate will include brand strategy and creatives for the domestic market, the export market, as well as in retail/QSRs. The account will be handled out of Contract Mumbai’s office.

Haldiram’s has manufacturing plants in a wide variety of locations in such as UP, Uttarakhand, Haryana, Bihar, J&K, Guwahati in India.

Pankaj Agarwal, managing director at Haldiram’s, said, “Haldiram’s has always been trusted for their quality offerings. As a key player in the snack, sweets, and restaurant sector, we are known to generate excitement amongst the consumers. We, as a brand, are constantly innovating and trying to raise our high-quality standards.” 

He added, “To make consumers aware of our wide brand portfolio, we needed an advertising agency that understands our constant rise and the consumer’s changing mindsets. And that is why we are excited to partner with Contract Advertising to build effective marketing communications and reach new heights.”

Meanwhile, Divya Batra, marketing head at Haldiram’s, commented, “Over the years, Haldiram’s has expanded its range from traditional namkeens to western snacks, frozen snacks, ready to eat, ready to cook, chocolates, and many more food categories. To communicate the same to our consumers, we needed an agency passionate about reaching and engaging with consumers impactfully.”

Ayan Chakraborty, EVP and general manager at Contract Mumbai, said, “Haldiram’s is an iconic brand, and it is a household name in India. We are proud of being the agency that has been given the responsibility to craft the narrative for this brand in India and abroad. “

Lastly, Rahul Ghosh, SVP and executive creative director at Contract Mumbai, commented, “At Contract, we have a bit of history with Made In India powerhouses. Haldiram’s is one such global success story. Getting to work on the narrative of this iconic brand is the kind of challenge that is a part of our DNA.”