Mumbai Dabbawalas deliver ENO Ajwain flavour sachets

GSK Consumer Healthcare’s Eno partnered the Mumbai Dabbawalas to reach out to 1.5 lac Mumbaikars with an objective to create awareness about managing acidity. The activation is a part of the larger launch campaign for the brand’s new Ajwain (carom) flavor. The brand has also released a video capturing what a dabba carries- a fresh home-cooked meal prepared by a mother along with a surprise to manage acidity in today’s hectic lifestyle.

The essence of the campaign lies in the fact that while a mother is always happy about her son/ daughter’s success, she is also the one who worries most about their well-being too. She knows that her children often make compromises on their lifestyle (unhealthy eating, erratic schedules, skipping meals) in their enthusiasm for success.

The new digital film by Eno captures a day in the life of a mother, when she decides to send her son a reminder to take care of himself. Along with packing a dabba of delicious home-made food, she writes to him about how his erratic food habits and lifestyle worry her. However, being a mother, she knows that her son will not change his eating habits immediately (Maa hai na, sab jaanti hai). So with the dabba, she also sends him a pack of Eno Ajwain flavour which will take care of an unexpected instance of acidity.

Commenting on the activity, Prashant Pandey, Head of Marketing for Nutritional & Digestive Health, GSK Consumer Healthcare, said “Eno’s new Ajwain flavor has been inspired by a mother’s preferred remedy for managing acidity- Ajwain. It is natural for a mother to be concerned about her children’s lifestyle but it is not always possible for her to monitor their eating habits personally. This is what our digital film captures and has been brought to life thorough the on-ground leg of our campaign.”