Our target audience consisted of dermatologists who are highly skilled medical professionals. The most prescribed molecule against alopecia (baldness) is minoxidil. However, in a branded generic market, all minoxidils are the same for doctors.

In India, prescription drugs can only be promoted to doctors. This communication is governed under the Drugs and Cosmetics Act and a self-controlled body – ASCI . Doctor-patient communication is also governed by the MCI's ethics policy, which prevents the endorsement of brands but allows unbranded medical information or diagnosis.

Baldness (alopecia) is an extremely common disorder in India. FDA recommends Minoxidil as a first line treatment for alopecia. However, minoxidil being an age-old molecule, the market is overtaken by multiple combinations and generic versions of Minoxidil. Therefore, many doctors tend to believe that all minoxidils are the same.

However, Regaine, the original minoxidil topical solution from Johnson & Johnson, wanted to distinguish its 40% premium and create a differential in the doctor's mind.

In India, physical labour is rampant and hardwork is almost synonymous with sweating it out in the sun. We compared this hard work with the way Regaine minoxidil molecules work. Illustration as an art is also synonymous with arduous work. Therefore, we developed an illustration of a construction site with hard working minoxidil characters carrying out various activities tirelessly on the scalp to ensure hair regrowth.