Hasta La Creative!

Now, what are the chhola bhaturas and puchkas saying this Diwali?

After a successful Durga Puja campaign, East India Pharmaceutical Works Ltd releases 2 new quirky digital films as the brand takes its #NonstopPetPuja campaign about ‘responsible eating’ to Diwali.

This time, it’s the chhola bhaturas and puchkas who are upset, for being blamed for stomach upsets after festive eat-outs! Listen to their agony as we see the foods speak their heart out in these unusually uncanny films created by Kolkata’s new-age brand communication agency YUWEUS.

The first 4 films of the series were released during Durga Puja by East India Pharmaceutical, one of the leading pharma companies in Eastern India. The entire weirdness of rolls, chows, biryanis talking made the campaign gather over 1.25 lakh views during the nine days of Durga Puja. The films were also converted into interesting comic strips that were also widely shared during the festivities.

Speaking on the campaign, Debarshi Duttagupta, Managing Director, East India Pharmaceutical Works Ltd said, “We are amongst the most experienced pharma companies in the country with over 8 decades into manufacturing some of the longest running and widely prescribed medicinal products. This campaign is an effort to reinforce our responsibility towards the society. The films are a soft reminder to people about ‘responsible eating’ during festivities in a fun and friendly tone. The audience today is smart and evolved; hence we have taken a conscious decision to absolutely abstain from every element of preaching.”

Studies reveal that the key reason for stomach upsets and indigestion during the festive season has been ‘irresponsible eating’. But strangely, the food has always bore the blame. Smartly leveraging the insight, the campaign dramatizes the grief of the food items in a quirky manner to send across a humble message to everyone of ‘enjoying the festive treats responsibly’.

While the first 4 films were created in Bengali to target the food-loving Bengal audience, the 2 new films have been made in Hindi to reach out to the Diwali celebrating audience. Each film features a popular dish like Chhola Bhatura and Puchka (which people relish during Diwali), narrating its story of grief and humiliation for being continuously blamed for indigestion. The films end with East India Pharmaceutical asking people to eat with a little care to enjoy #NonstopPetPuja in the festive season.
The films have also been converted into interesting storyboard style comic strips called the #NonstopPetPuja Tales.

Sharing their views on the creative thought process behind the films, Sanjeev Dassani and Aanton Mookherjee, the guys behind YUWEUS said, “This was the first visible campaign by the company in so many years and the need was also to establish the progressive ideology of the leaders. The challenge therefore was immense. We chose to use humour. We chose to make the food items talk. The idea was not just to break away from the regular feel-good festive communication but more of a strategic effort to announce the personality that the company is evolving to adorn. And we believe that the campaign holds that essence. After being ‘liked’ and ‘shared’ by thousands during the Durga Puja, we are sure the new films will leave a wider impact during Diwali.”

CREDITS -?Client: East India Pharmaceutical Works Limited?Creative Agency: YUWEUS?Agency Heads: Sanjeev Dassani & Aanton Mookherjee?Scripts: Sanjeev Dassani & Abhishu Rakshit
Client Servicing: Ritwik Bhattacharya ?Production House: Post Production?Director: Debajyoti Ghosh
Voice: RJ Deep