Indians are foodies. They eat practically everything, practically everywhere [roadsides, wayside, inside, outside!] and they eat spicy! So the brief was simply to tell/remind people that the next time their damn stomach got upset/jacked, there's the trusted bubbles to set them free!

On the one hand we had the food that jacked people's stomach and on the other, Eno - the solution for the upset stomach. So we took an element from both the sides, best representing it – food and bubbles! And we just juxtaposed them. So what we had was a pig, sheep, duck and fish made of bubbles… A communication that was arresting, yet simple and appealing. And of course we also cut across the language barrier, because we did not use any!

In terms of sales, there are no definite figures as such but the demand from the sales/outlets for the poster was an indication of its appeal and popularity. It has definitely done its bit make Eno the number one selling antacid in the country!