Rolls, puchkas, chow and biryani speak up for their self-respect this festive season
Through 4 quirky digital films, East India Pharmaceutical Works Ltd revealed the untold pain of our popular festive delicacies and stepped forward to promote #NonstopPetPuja during festivities.
Ever thought how a biryani or chow feels when, after relishing on it during the festivities, you blame it for indigestion and stomach upsets? They are angry. They are protesting. Listen to their agony as we see the foods speak their heart out in these 4 unusually uncanny films created by Kolkata’s new-age brand communication agency YUWEUS, for East India Pharmaceutical, one of the leading pharma companies in Eastern India. The entire weirdness of foods talking made the campaign gather over 1.25 lakh views during the nine days of Durga Puja. The films were also converted into interesting comic strips that were also widely shared during the festivities.
Speaking on the campaign, Debarshi Duttagupta, Managing Director, East India Pharmaceutical Works Ltd said, “We are amongst the most experienced pharma companies in the country with over 8 decades into manufacturing some of the longest running and widely prescribed medicinal products. This campaign is an effort to reinforce our responsibility towards the society. The films are a soft reminder to people about ‘responsible eating’ during festivities in a fun and friendly tone. The audience today is smart and evolved; hence we have taken a conscious decision to absolutely abstain from every element of preaching.”
Studies reveal that the key reason for stomach upsets and indigestion during the festive season has been ‘irresponsible eating’. But strangely, the food has always bore the blame. Smartly leveraging the insight, the campaign dramatizes the grief of the food items in a quirky manner to send across a humble message to everyone of ‘enjoying the festive treats responsibly’.
The films were created in Bengali and launched online during the Durga Puja time, to target the food-loving Bengal audience. Each film features a popular Bengal food item like Roll, Puchka, Chow and Biryani, narrating its story of grief and humiliation. They express their anger and raise a protest (something that’s not at all alien to Bengal) against this continuous oppression. The films end with East India Pharmaceutical asking people to eat with a little care to enjoy #NonstopPetPuja in the festive season.
The films were also converted into very interesting storyboard style comic strips in English called the #NonstopPetPuja Tales that were widely circulated on every social media platform during the 9 days, primarily to reach out to the non-Bengali speaking audiences.
Sharing their views on the creative thought process behind the films, Sanjeev Dassani and Aanton Mookherjee, the guys behind YUWEUS said, “This was the first visible campaign by the company in so many years and the need was also to establish the progressive ideology of the leaders. The challenge therefore was immense. We chose to use humour. We chose to make the food items talk. The idea was not just to break away from the regular feel-good festive communication but more of a strategic effort to announce the personality that the company is evolving to adorn. And we believe that the campaign holds that essence. Today, the fact that it has been ‘liked’ and ‘shared’ by thousands, speak of its success.” And they didn’t end without saying, “Watch out for the campaign’s Diwali release!”
Watch the films here: https://bit.ly/2QQTx9r
Client: East India Pharmaceutical Works Limited
Creative Agency: YUWEUS
Agency Heads: Sanjeev Dassani & Aanton Mookherjee
Scripts: Sanjeev Dassani & Abhishu Rakshit
Client Servicing: Ritwik Bhattacharya
Director: Debajyoti Ghosh
Voice: RJ Deep