GSK Consumer Healthcare’s leading antacid brand, Eno continues to focus on driving penetration in media-dark rural markets through its digital collaboration with Facebook’s geo-targeting capabilities. In driving further engagement with rural audiences, the brand has introduced the brand message of “6-second relief from acidity” through the voice and medium of the iconic Chacha Choudhary Comics.
This collaboration strengthens Eno's ongoing focus on the rural audience. As part of this leg, Eno will be rolling out a series of digital comics and animation videos on the Facebook family of apps targeting millions of rural and small-town Hindi speaking audiences.
Each comic strip will depict Chacha Chaudhary and Sabu, accompanying one another and playfully competing with others while eating samosas and kachoris, and dealing with the condition of acidity with Eno as a quick relief solution and building product superiority.
Anurita Chopra, Head of Marketing, GSK Consumer Healthcare, said, The rural markets are absolutely critical to winning for a brand like Eno. This involves reaching more people, increasing brand penetration but also speaking to our audiences in a culturally relevant way. We are quite certain that the visual storytelling format amplified by the much-loved Chacha Choudhary world will allow talking to our audiences authentically”
Arun Srinivas, Director, Global Business Group, Facebook India, said, "With more than 430 million people using Facebook every month in India, we offer the ability for our advertisers to reach their desired audience across the country. We know from external studies that the rural internet population is growing faster than the urban one, and we see increased interest from businesses to build for small towns and rural India. We’ve partnered with Eno previously as well to drive successful campaigns for rural India, and with this new one, Eno has the unique opportunity to combine nuances around popular culture with targeted messaging to achieve strong business outcomes."
Jyoti Pran, CMO, Pran’s Features, said, “We are happy to partner with India’s No. 1 antacid brand, ENO to craft unique infotainment “digital comic” with ever-popular cartoon series Chacha Chaudhary, Sabu and Raka. Through this association, we aim to entertain our comic-loving readers while integrating the benefits of Eno into everyday life. The legacy of Chacha Chaudhary continues as India’s most iconic cartoon character for the past 61 years through its comics, animation series and now talking comics.”
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