Contract Advertising India tells the story of a unique professional Gut Whisperer
Contract Advertising has released new work for Lupin’s OTC brand Lupizyme Plus, effective in the relief of indigestion.The star of the campaign is the Gut Whisperer.
‘Gut Whisperer’ is a piece of content told in documentary- style, about the life of a professional with a unique skill set. He has a gift for listening and interpreting the problems of the gut. With him, we go on a journey of how his ‘gift’ helped him listen to people who suffered from gut/stomach problems and how he directed them to relief through the real ‘ustaad-ji’ of gut problems – Lupizyme Plus.
Sagar Mahabaleshwarkar, Chief Creative Officer, Contract Advertising said, “The story of a life told in the format of documentary has 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.”
Rahul Ghosh, SVP & ECD, Contract Mumbai, said “The first challenge was stepping outside the boundaries of traditional advertising storytelling. Once we got in our minds that we are making a documentary on a life, it was liberating.”
Anil Kaushal, Head OTC Business, Lupin said, “Lupizyme Plus has been a category leader for years. To take the brand to the next level, it’s important to make the brand 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.”
Supratik Sengupta, Head of Marketing, Consumer Healthcare, Lupin said, “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.”
Client:
Anil Kaushal: Head OTC Business
Supratik Sengupta: Head of Marketing. Consumer Healthcare
Kavish Uppal: Manager – Marketing
Agency:
Sagar Mahabaleshwarkar: CCO
Ayan Chakraborty: EVP & GM, Mumbai
Rahul Ghosh: ECD & SVP, Mumbai
Sneh Nihalani, Creative Consultant
Sagar Chhabria: Senior Creative Director
Sonali Gupta: Account Executive
Production House: Gulliver Films
Director: Parikshit Vaidya
