Cremaffin - Brand DVC for Abbott
- Jun 9
- 1 min read
Updated: Jul 8
Abbott India needed a clever little campaign to convey their ubiquitous constipation solution’s latest tagline - Constipation Se Sahi Relief. The campaign specifically had to appeal to the pan-India popularity of this doctor-recommended brand - Cremaffin.
I led the creative team in designing a sharp, focused campaign which included a DVC, various YouTube bumper assets targeting intent, and a range of banners that conveyed the USPs without making things uncomfortable. Tapping into contemporary social cues, we built a film that was relatable and yet steered away from common category codes.
The resulting campaign revamped the identity of the brand and positioned it as a more accessible OTC solution while retaining its legacy as a doctor-recommended solution.
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