Most people suffer constipation some time or the other. We wanted them to start asking for Dabur Laxirid by name. To do so, we had to move away from the clutter and make our campaign fun and relatable. In order to use newspapers and outdoors as a medium we also had to make sure that the campaign was in good taste.

Unlike most strong laxatives, Laxirid does not force digestion but rather guides it. Add to that, the human intestine looks like a curved pathway in most mnemonics.To inform people of Laxirid’s properties, we highlighted these facts using illustrations. The idea being that Dabur Laxirid guides unwanted blockage out with care.

Once the posters and ads were released, the queries regarding the product increased by a hundredfold. Not only were our helplines full of callers asking about Laxirid’s properties, but chemists and shopkeepers too were being quizzed about the product. The demand for the product rose by over 50% and started to surpass the supply. Needless to say, with our approach Dabur Laxirid was on the ‘path’ to success.