GSK Consumer Healthcare’s leading antacid brand ENO has completed 50 years in India. Over five decades, ENO has become the trusted wingman of foodies across the country, bailing them out of acidity interruptions over a billion times a year. 

Over the past 50 years, ENO has consciously leveraged humour as a tool to communicate and create awareness around acidity. Its quirky approach has translated into iconic campaigns that have evolved from print to TV and, now, digital platforms.

In recent years, ENO started collaborating with comic influencers as part of a long-term content strategy. To celebrate its 50th year and build a community of fun foodies across India’s diverse food cultures, ENO took the next natural step in its evolution, creating India’s first-ever stand-up comedy event in the metaverse. 

The event was headlined by leading stand-up comic Zakir Khan and supported by other comics such as Rahul Subramanian, KaneezSurkha, Sahil Shah, Rahul Dua, Kiran Dutta and Shraddha Jain. Titled, “A Plateful of Laughs”, the comics donned customized avatars and interacted with each other in an amphitheatrical metaverse venue. The humorcentered around their personal experiences with acidity and their quirky observations of India’s food and foodies.

Before the event, there was a 3-day Instagram teaser campaign, where Zakir invited the other comics to the metaverse show, and each one revealed their personalised avatars. The event itself saw Zakir do a 10-minute set about his first love - food, followed by interactions with the other comics. Following the event, the comics will be posting videos on Instagram of their experience in the metaverse. This successful campaign was a joint-effort of Team WPP. ENO’s creative partners Ogilvy conceptualised and created the theme of the event, the creative roll-out strategy and the design. Genesis BCW co-created the branded content with the comics and ran the internal communications. The Metaverse experience itself was powered by PartyNite.

“We are very proud to celebrate ENO’s 50 years in India, adding to the legacy of one the most iconic and loved brands in the country. It is a brand that has always been about pushing the boundaries of communication and becoming a real wingman for the everyday acidity sufferer. Celebrating this in the Metaverse is a preview of the next 5 decades, as the brand continues to remain relevant, contemporary and full of life. The brand has always been about pushing the boundaries of connecting with its vast consumer base, spread across rural and urban India. We have been leaders in digital content creation, and the comedy genre is not just in sync with the brand, but also helps build unique allyship with the consumer.” 

Anurita Chopra Chief Marketing Officer, India Sub Continent at GSK Consumer Healthcare India