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ENO continues to drive relevance with food experiments

Customisation is the key ingredient for this new phase of the #WhatARelief campaign

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New Delhi: GSK Consumer Healthcare’s leading antacid brand in India, ENO has launched the third phase of the successful #WhatARelief campaign to drive relevance for the brand. As the country prepares itself for a longer stint of social distancing, the in-home food experiments continue to be a relevant trend, as validated from the recipe search data from YouTube. Riding on this wave, ENO has partnered with Google to create a unique campaign where the communication is customized as per the recipe being searched by the user.

The brand first picked up the top recipes being searched on YouTube (which had a high correlation with acidity) and then developed customized six-second creatives for each recipe. The ENO advertisement is customised basis the recipe searched and plays before the recipe video commences, making the whole experience a very personalized one for the viewer.

GSK Consumer Healthcare area marketing lead OTC & expert marketing ISC Vijay Sharma said, “With prolonged confinement at home, food continues to be an expression of relief and people are seeking and trying new recipes that they can themselves make at home. We want people to enjoy their culinary experiments without having to worry about any interruption that may happen on account of acidity, as their trusted ally Eno is always there to take care of it. We had received an overwhelming response to the previous phase of this campaign and that’s why we are extending it – now making it far more personalised with this unique idea.”

With this campaign, the brand will drive relevance via contextual conversations and present itself as a reliable ally against acidity. The campaign has already garnered a massive reach of over 14 million consumers on YouTube within a week of its launch.

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