Picomil Laxative: LOOTERATURE

Credits & Description:

Advertiser: NIPPON SEIYAKU
Agency: PUBLICIS COMMUNICATIONS
Category: Fast Moving Consumer Goods
Advertising campaign: LOOTERATURE
National Creative Director: Ashish Khazanchi (Publicis Ambience)
Executive Creative Director: Ferzad Variyava (Publicis Ambience)
Print Production: Shireesh Sabnis (Publicis Ambience)
Copywriter: Manan Pandya (Publicis Ambience)
Illustrator: Sahebrao (Publicis Ambience)
Copywriter: Sreeja Gopalakrishnan (Publicis Ambience)
Art Director: Zarwan Divecha (Publicis Ambience)
Art Director: Sowmya Balakrishnan (Publicis Ambience)
Print Production: Sudhakar Jadhav (Publicis Ambience)

Implementation
We had specially designed toilet paper rolls with classic novels printed on them. These were placed in washrooms of malls, cinemas, etc. We also sent them out to distributors, chemists and Medical Representatives.

Outcome
Awareness increased by 37%. Dealership inquiries went up by 28%.

Execution
We observed that people who have constipation, spend more time in the loo. So, we decided to seize the opportunity and communicate our message an entertaining manner.

Client Brief Or Objective
In the already cluttered market of laxatives, Picomil Laxative was looking for a new and buzz-creating idea to spread brand awareness.