June 2 2016, 12.46 PM IST || Pocket News Alert
GSK Consumer Healthcare partners Dabbawalas to create awareness about managing acidity
Click here to watch what a mother packs in her son’s dabba
Mumbai, June 2, 2016: GSK Consumer Healthcare’s Eno partnered the Mumbai Dabbawalas to reach out to 1.5 lac Mumbaikars with an objective to create awareness about managing acidity. The activation is a part of the larger launch campaign for the brand’s new Ajwain (carom) flavor. The brand has also released a video capturing what a dabba carries- a fresh home-cooked meal prepared by a mother along with a surprise to manage acidity in today’s hectic lifestyle.
The essence of the campaign lies in the fact that while a mother is always happy about her son/ daughter’s success, she is also the one who worries most about their well-being too. She knows that her children often make compromises on their lifestyle (unhealthy eating, erratic schedules, skipping meals) in their enthusiasm for success.
The new digital film by Eno captures a day in the life of a mother, when she decides to send her son a reminder to take care of himself. Along with packing a dabba of delicious home-made food, she writes to him about how his erratic food habits and lifestyle worry her. However, being a mother, she knows that her son will not change his eating habits immediately (Maa hai na, sab jaanti hai). So with the dabba, she also sends him a pack of Eno Ajwain flavour which will take care of an unexpected instance of acidity.
Commenting on the activity, Prashant Pandey, Head of Marketing for Nutritional & Digestive Health, GSK Consumer Healthcare, said “Eno’s new Ajwain flavor has been inspired by a mother’s preferred remedy for managing acidity- Ajwain. It is natural for a mother to be concerned about her children’s lifestyle but it is not always possible for her to monitor their eating habits personally. This is what our digital film captures and has been brought to life thorough the on-ground leg of our campaign.”
About GlaxoSmithKline Consumer Healthcare Ltd
GSK Consumer Healthcare Ltd is the category leader in Indian health food drinks industry. Our flagship product Horlicks leads the market, while Boost is among the top three health food drink brands that India prefers. Our manufacturing plants are located in Nabha, Rajahmundry and Sonepat. In India we have an engaged workforce of over 4700 employees. GSK also markets and distributes a range of everyday health products such as Eno, Crocin, Iodex and Sensodyne. Our marketing and distribution network comprises over 700 distributors and a direct coverage of over 8 lakh retail outlets.
GSK Consumer Healthcare Ltd is an associate of GlaxoSmithKline plc.of U.K, one of world’s largest consumer healthcare companies. We have a heritage that goes back over 160 years. Our purpose is to help more people around the world to do more, feel better and live longer with everyday healthcare products. Our goal is to build a global, growing business - we call a Fast Moving Consumer Healthcare (FMCH) company - dedicated to everyday healthcare with all of the scientific expertise and quality guarantees that demands, working at the speed and with the genuine consumer understanding the modern world expects.
GSK Consumer Healthcare globally owns some of the world’s best loved healthcare brands, successful in over 100 countries. These include Sensodyne, Voltaren, Theraflu, Paradontax, Panadol, Polident, Otrivin, Horlicks and Physiogel.