Allerku is a Brand Mascot for the Allergy Portfolio brands Atarax, Xylal & Xylal M & ZyrCold. These were power brands of UCB Pharma whose allergy portfolio was acquired by an Indian Pharma giant - Dr. Reddy’s, to strengthen its share in the Allergy market

Dr. Reddy’s wanted to make use of the Brand Mascot – “Allerku” for its Allergy brands and complete the triangle of communication between Peadiatricians – Patient and the Company.

The objective of the musical from the awareness perspective was not to talk about ways and mechanisms of how to handle allergies, but to give children and parents the promise and the confidence of being able to do everything despite having allergies.

Implementation: The execution laid emphasis on charting out every scenario in which a child suffering from Allergy is deprived of small pleasures like catching butterflies, building sand castles, playing on the beaches, relishing ice-creams, playing with pets, cuddling soft toys, stepping out amidst flowers, etc… An optimistic scenario from a kid’s perspective was created where Allerku played a cheerful and spirited character every child can connect with as a buddy.

Timeline: 20 scenarios, 50,000 frames, 20 days, with a song composition was a steep deadline that the agency lived up to. With release the film due on Children’s day i.e. 14th November 2017.

Placement: The film was played on the i-Pad to the doctors and in the patient waiting areas, along with the colouring books, stickers & masks of Allerku, thereby giving a complete brand experience.

Scale: Allerku was able to move 25,000 Paediatricians and 25,00,00,000 patients on its tune.

Reach: Allerku was able to move 25,000 Paediatricians and 25,00,00,000 patients on its tune.

Engagement: Along with the tease, WhatsApp video series and a series of print collaterals like school time-table planners, school book labels created much excitement in the clinic amidst the doctors, parents and kids, thus reaching out to the said audience with a well integrated print and digital plan.

Impact: By virtue of its sheer simplicity, the communication effectively reached out to doctors, parents and kids. The film drew an overwhelming applause from the audience at every level, multiple times thus creating a perfect re-launch scenario for Allerku. The agency was appreciated for not only the creatives but the entire launch plan.