Integrating with the sufferer’s life style required mindset change communication now showcased acidity triggers such as junk food, stress etc.Acidity occurrence is anytime, intentional brand presence across all day lifestyle triggers- Hurry: Train Branding.Worry: Branding relevant SMS messaging around acidity triggers.Curry: Branding food stalls, tea cups, TV ad placements at meal time, at fast food joints health columns in print, food based advertising in cinema halls.Engagement through short codes across media, sufferer’s messaged for acidity prevention tips.

Increase in sufferer enagement through purchase (13% sales growth) and interactivity.Mumbai market soaring response to activation.45% sales growth in liquids and 72% on tablets.3420% increase in sms request for acidity tips (103989 sms in quarter 4)166% higher than average click rate on AFFLE.