Parit is a brand of Rabeprazole, a drug meant for controlling acid production in the stomach. It is indicated for patients with hyperacidity, ulcers and acid reflux. The most common symptom presented with is a feeling of "heat" or "burning" in the stomach and the chest area, which increases after a meal, especially if it is spicy.COMMUNICATE that Parit nullifies this sensation of "heat" and "burning", by controlling acid production & thereby improving quality of life.The target audience is patients with GERD - Gastro Esophageal Reflux Disorder (waiting in the Physicians & Gastroenterologists clinics to be treated).

The cooling effect that is produced by Parit is communicated by showing the ice cubes. The element of hot and spicy food which evokes the symptoms of acidity are symbolized by the Chilli. And therefore an ICED CHILLI is a simple-to-communicate depiction of hot food cooled down by Parit.

The striking poster posted in waiting rooms of clinics were a huge draw. Patients waiting to be diagnosed went in and told the doctor to consider Parit, when they prescribed some other drug for GERD.