The Concept

The central concept of the campaign was to visually represent the feeling of intense stomach burn, often described as “fire within.” Our creative team at CR8 sought to create a visceral and relatable image that would resonate with the target audience. This led to the idea of a shirt burnt, symbolizing the burning sensation experienced by those suffering from acid reflux.

The Creative Execution

The execution of the concept was straightforward yet impactful. A plain white shirt was used as a base, and the burn was added to the middle part of the shirt to create the illusion of a burnt garment. The shirt was then prominently displayed in the advertisement, accompanied by the product name and the caption emphasizing relief from stomach discomfort. The simplicity of the design allowed the powerful imagery to take center stage.

The Result

The campaign proved to be highly effective in achieving its objectives. The unique and attention-grabbing visual created a strong association between the product and the feeling of stomach burn. This resonated with the target audience, who were more likely to recall the advertisement and consider Acidact Tablets as a potential solution.

The campaign’s success was further validated by its win at the Pepper Award for best creative in the Ayurveda category in 2015. The campaign’s impact extended beyond awareness and recall. It helped to solidify AVS’s reputation as a trusted and innovative provider of Ayurvedic healthcare solutions. By effectively communicating the benefits of Acidact Tablets and creating a memorable visual, the campaign contributed to the growth of the business and strengthened AVS’s position in the market.