Around the festive season, at the many fairs that come up, people spend nights out and gorge on street food. Gas and acidity invariably follow.

So these fairs were the ideal place to speak to the consumer right when he needed a remedy most.

Another feature of these fairs is the games stall.

So we chose a popular fairground game - 'shoot the balloons' to demonstrate the brand promise.The balloons formed images of junk food, which people shot at using a Gas Guard rifle, getting rid of the ‘gas’ instantly. The activity was carried forward to drugstores as well.

Sales went up by 43% in these 4 months, for what was hitherto a slow-moving brand. And on an average, the client recorded customer queries numbering more than 150 a day at the various drugstores.