Glucon-D rolled out a summer campaign in April with a film conceptualised by IPG Mediabrands. The film is currently live on digital media.
It features a young girl finishing a glass of Glucon D before heading outdoors to play. She runs across a piece of land which resembles a desert and joins her friends for a game of football. But her friends are tired. Animation reveals that the sun has sapped their energy. The girl enters a game of football with the sun, and ends up winning it. The film ends with the tagline, 'Glucon-D Laga, Energy chadha.' (Drink Glucon-D, add energy).
An agency statement stated that the campaign seeks to offer a fresh perspective of the brand narrative, from 'rejuvenation' to 'prevention' – communicating the importance of being well hydrated with body glucose in summer.