Tag: ENO

Business

ENO expands its portfolio with two new flavors, Jaljeera and Nimbu masala

Jun 6, 2022 by Agency 0 Comments #ENO, #Jaljeera, #Nimbu masala

 GSK Consumer Healthcare’s leading antacid brand, ENO today announced the launch of two delicious new flavours- Jaljeera and Nimbu Masala. These new flavors are inspired by popular, traditional digestive aids and will deliver ENO’s core promise of quick relief.

More than half of acidity sufferers in India favour home remedies or fizzy beverages such as carbonated soft drinks, jaljeera, nimbu soda etc as their first port of call. Despite this, 45% of home remedy users do not get immediate relief. ENO, as a market leader in the antacid space, takes on the task of offering instant relief to consumers in formats and flavours that are tasty and have a strong connection with acidity relief.

These two new flavours are being launched in South and East India through a television commercial that is built on a narrative of a relaxed Sunday evening where a man is sitting with his wife and elder brother indulging in home-made snacks and drinks. The moment gets disrupted when he gets hit by acidity and as an instant reaction, he reaches out to his wife to pass him the home-made “Jaljeera” kept on the table. The sufferer’s elder brother interjects his request and recommends taking “ENO Jaljeera” instead which gets top work in seconds. The TVC builds a compelling narrative in a very relatable manner and aims to create awareness and taste credentials of new ENO flavour variants.

Commenting on the new launch, Anurita Chopra, Head of Marketing, India Subcontinent, GSK Consumer Healthcare said, “As a leading brand, we always strive to have a pulse on our consumers and stay connected with their growing preferences. We understand that millions of people in India prefer to opt for home remedies during an acidity bout. Therefore, inspired by this insight, our new ENO flavours offer a quick solution in flavours that match the taste palate of classic home remedies. We are confident that these flavours will be well received by consumers.”

Business World

ENO launches its biggest ever digital advertising campaign

Dec 15, 2020 by Neel Achary 0 Comments #Area Marketing Lead, #ENO, #GSK Consumer Healthcare, #OTC & Expert Marketing ISC, #Vijay Sharma

New Delhi: GSK Consumer Healthcare’s leading antacid brand ENO has launched its biggest ever digital campaign on YouTube and Leading OTT Platforms. The campaign has four different films targeting different consumer cohorts, each of which have been picked basis consumer insights and learnings from the past campaigns. With this campaign, ENO reinforces its credentials as a trusted ally against acidity for all, driving consideration and salience through personalization.

The campaign leverages the true power of digital for targeting, where a different creative is served to different audience basis their digital affinities and demographics. The campaign distinguishes cohort’s basis unique insights picked up from each of the four sets of consumer sets and is delivered through a very interesting and engaging creative route of a sing-a-song (Gadbad Gadbad)

  • Late night video consumption has gone up exponentially in the present times. For this audience, midnight snacking while binging on content is a given. Also, eating late at night and lack of sleep are amongst the top causes for acidity, and that’s where ENO steps in the picture to connect with this audience with a specific creative that runs from 10 PM to 3 AM only.
  • While acidity incidence is pretty much evenly split across gender. Historically, Eno’s protagonists have always been male. This is the first time on digital that the brand speaks specifically to the female audience on digital through a female protagonist, picking up on the life insight that resonate specifically with this audience.
  • For the first time the brand is connecting with ‘young at heart’ – a slightly older quintessential foodie who just can’t control their cravings, and thus acidity remains a niggling concern in their lives.
  • There is a separate creative for smaller town audience basis their life insights – again being a first for Eno.

Speaking on the campaign, Vijay Sharma, Area Marketing Lead, OTC & Expert Marketing ISC, GSK Consumer Healthcare added, “Considering Eno is a mass brand that plays a role in everyone’s life, our past campaigns have been based on fairly universal insights – connecting with the wide Eno TG. Digital gives us an opportunity to personalize our communication according to the audience affinities and demographics and for the first time, we have attempted to make specific communication for different audience cohorts, basis their life insights, with an objective of driving saliency and brand love. The campaign mixes these life insights with an intersting sing-a-song approach, reinforcing Eno’s credential in helping consumers live their lives non-stop and the initial consumers response has been very encouraging.” 

He further added, “We are confident that the approach of personalized communciation will resonate with our consumers and we look forward to bring more such innovation in messaging for all our consumers, both new and old.”

 The four-week campaign will have an unprecedented reach of 52Mn+ across YouTube and all other leading OTT Platforms ( Disney Hotstar, Zee5, & Mxplayer) in 4 languages (Hindi, Tamil, Telegu and Bengali).

Business World

ENO continues to drive relevance with food experiments

Sep 8, 2020 by Neel Achary 0 Comments #ENO, #GSK Consumer Healthcare

New Delhi, September 08, 2020: GSK Consumer Healthcare’s leading antacid brand in India, ENO has launched the third phase of the successful #WhatARelief campaign to drive relevance for the brand. As the country prepares itself for a longer stint of social distancing, 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 customized 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 customized 6 second creatives for each recipes. The ENO advertisment is customised basis the recipe searched and plays before the recipe video commences, making the whole experience a very personalized one for the viewer.

Vijay Sharma, Area Marketing Lead, OTC & Expert Marketing ISC, GSK Consumer Healthcare said, “With 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 that’s why we are extending it – now making it far more personalised with this unique idea.”

With this campaign, the brand will drive relevance via contextual conversations and present itself as a reliable ally against acidity. The campaign has already garnered a massive reach of over 14 million consumers on Youtube within a week of its launch.