GUWAHATI, June 22: GSK Consumer Healthcare’s leading antacid brand ENO completed 50 years in India. Over the five decades, the brand has established itself as a trusted go-to product for foodies across the country. More recently, as a brand wanting to immerse itself into everyday conversation and popular culture, and to further build brand love, ENO started collaborating with comic influencers, which it sees as a way of building its long-term content strategy. Headlined by leading standup comic Zakir Khan and supported by other top influencers, Rahul Subramanian, Kaneez Surkha, Sahil Shah, Rahul Dua, Kiran Dutta, and Shraddha Jain, the show was a celebration of the unique and diverse food culture of the country, delivered in quintessential standup comedy style
Notably, the successful campaign was a joint effort of Team WPP, with multiple agencies working together on it. Eno’s creative partner Ogilvy conceptualised and created the entire theme of the event, creative rollout strategy, and design. Interestingly, this was one of the first events to be hosted through the Metaverse platform. BCW Genesis partnered in co-creating the branded content with the standup comics and the entire experience on Metaverse was powered by PartyNite.
“We are very proud to celebrate ENO’s 50 years in India, adding to the legacy of one the most iconic and loved brands in the country. It is a brand that has always been about pushing the boundaries of communication and becoming a real wingman for the everyday acidity sufferer. Celebrating this in the Metaverse is a preview of the next 5 decades, as the brand continues to remain relevant, contemporary, and full of life. The brand has always been about pushing the boundaries of connecting with its vast consumer base, spread across rural and urban India. We have been leaders in digital content creation, and the comedy genre is not just in sync with the brand but also helps build unique allyship with the consumer,” maintained Anurita Chopra, chief marketing officer, India Sub Continent at GSK Consumer Healthcare India
Commenting on the collaboration to celebrate Eno’s 50 years, standup artist Zakir said, “Everyone who knows me well, can corroborate the extent I am willing to-go-to when it comes to talking about my passion for food even if that means going onto the Metaverse. I am excited to have partnered with an iconic brand like Eno which has continued to bring joy into our lives through its innovations and humorous storytelling over five decades. As they step into a disruptive sphere with the first-ever comic show on the Metaverse, I am glad to have been part of the digital progress of the brand and am hopeful that our viewers will enjoy the fun-filled food ride.”
Ritu Sharda, chief creative officer- Ogilvy North, added, “A brand completing 50 years is no ordinary feat. So, when ENO turned 50, we knew we had to make the celebrations extraordinary. Instead of looking for the perfect place for the occasion, we ended up creating one. And, Plateful of Laughs, India’s first stand-up comedy event inside the metaverse, came into existence. We had partners across functions like tech and PR working in complete synergy to create a cutting-edge metaverse experience. In collaboration with some of the most sought-after names in the comedy circuit, we created an experience that was truly out of this world.”