To communicate the relevance of calcium tablets. Today, most adults are always on the run, with little to no time to worry about their health.

Our objective was to make them realise that a small step can go a long way in making them live a healthy, super life with stronger bones.

It being an outdoor medium, our design had to be simple, yet effective. We had to catch the consumer's attention in the little time we had - either at local pharmacies or at dispensaries.

The final design was born out of a simple insight. Most humans look up to and relate to super heroes. And one of the first names that come into anyone's mind when we talk about strength and resilience, is Superman.

Transforming a human skeleton with design elements of Superman immediately threw light on our product purpose - which is, strong bones.

Our ads received a pan-India presence at chemists and pharmacies. Posters at doctors' clinics increased awareness and curiosity, resulting in more enquiries about our brand. Subsequently, sales showed a promising response in the last quarter of the year. Chemists started stocking more of our products as sales started picking up.