Goodcare Pharma wanted to create a buzz with their OTC remedy Gas Guard during the festive season in Kolkata, when the city gorges on street food, and peaks as a market for antacids and anti-flatulents.

During this season, Kolkatans rarely stay home. Consumption of TV, print and other at-home media plummets. With consumers spending most time at the many festive fairs that come up around this time, the best way to catch them is to be right there at these fairs.

And what makes these places an even better venue for our product is the fact that it is here that people are most likely to eat street food and suffer from gas.

But a static communication would have been lost in the invariable barrage of advertising. An innovative approach was required to catch the consumer’s attention.

And what better way than a fairground game, which these fairs abound in, to get the message across?So we set up a shoot-the-balloon stall. But with a twist. The balloons formed images of popular street food, which people shot at with a Gas Guard rifle, getting rid of the ‘gas’ instantly. The concept was carried forward to drugstores as well.The simple twist in the game engaged the consumer. Sales increased by 43% in these 4 months, and on average a total of more than 150 customer queries were received every day at the various drugstores.