Pepmelt pitches instant relief with uneasy food refusal plot

 

Sun Pharma’s consumer healthcare business is rolling out an ayurvedic digestive product, Pepmelt, a mouth-melt antacid (that doesn't require water). Supporting the launch is an online campaign conceptualised by Lowe Lintas, which is expected to go offline later. Part of the campaign is a film.

 

It features a young man entering a train looking for his seat, munching on a samosa. He seems to be surprised that he will be seated next to a group of transgenders, even as a young girl seated nearby steals glances at the proceedings. The transgenders offer him their meal, but he refuses, with a disturbed look on his face. They look hurt, exchange glances and withdraw. A voice over explains that it's not what it seems to be. After a pack of Pepmelt, he's cured of his heartburn, and happily reaches out to them and shares their food.

 

Naveen Gaur, president, Lowe Lintas Delhi, said, “In a cluttered and largely undifferentiated category like antacids, Pepmelt with its unique product offering gave us the opportunity to create a differentiated proposition which would make the point in a memorable and impactful way. We are excited with the way the campaign has turned out and are confident of the positive impact it will create among the consumers.”

 

Arun Iyer, CCO, Lowe Lintas, said, “For the campaign we stumbled upon the insight that in our country emotions are often expressed through food and the act of saying no is taken in a negative way. Acidity and heartburn can be the reason of saying no to the food offered and the no misinterpreted in a social context gave a rich area for the brand to not only establish the product benefit but have a very differentiated POV. We strongly feel this can be a potent space for the brand on a sustained basis.”

 

Subodh Marwah, VP and business head – global consumer healthcare, Sun Pharma, said, “The pioneering innovation of a mouth-melt antacid arose from a big need gap our market research indicated. Consumers today lead a very hectic life, eat out a lot and are always on the move. Thus, an easy-to-carry and convenient to use Pepmelt becomes extremely relevant to them. Moreover, the idea of enjoying food without any fear is a key distinction for the brand’s positioning in the antacid category focused on providing relief for indigestion post heavy-eating. We expect Pepmelt to create great resonance and acceptance with food loving Indian consumers.” 

  

Credits

 

Client: Sun Pharma 

Team: Subodh Marwah, Vikram Ahluwalia, Neha Gupta 

Agency: Lowe Lintas Delhi 

Creative: Arun Iyer, Mohit Arora, Abhishek Deshwal, Saarthak Dutt, Rahul Swami, Nikhil Kumar 

Account Management: Naveen Gaur, Nikhil Mahajan, Anup Bhaskar, Rhea Bhudhiraja 

Planning: Anurag Prasad, Farah Basheer 

Production house: Chrome Pictures 

Director (film): Manoj Pillai