Cannes Lions

SEVERE HEADACHE TABLETS

JWT INDIA, Mumbai / NICHOLAS PIRAMAL INDIA / 2007

Presentation Image

Overview

Entries

Credits

Overview

Execution

Wedding bands are a common sight in India. So we stuck our posters on their drums. The band then played their drums at different locations. The visuals on the posters had people holding their head as if experiencing a severe headache caused by the pounding of the drums. The band continued pounding till it became unbearable and almost caused a headache to the crowds watching. Quite literally, they had the message pounded in their heads.

Outcome

The idea was loved and hated, but was definitely not ignored by the crowds that gathered. Scores on the attribute of ‘most effective in headache relief’ jumped from 23% to 84% - the highest since the entry of competitive brands in the market. Consequently, sales increased by a phenomenal 14% in the following month.

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