The challenge, however, was to do this in a fun and engaging manner that would set tongues wagging in an already cluttered segment.

We drew our inspiration for the communication from the product itself. Big Babol is synonymous with blowing big gum bubbles and what better way than enormous fruit shaped bubbles to put across the idea of a fruits flavoured Big Babol.

The campaign sparked a lot of interest about the new fruits flavoured variant as was evident by a significant rise in retail enquiries and subsequent orders.