Mumbai: India has approximately 20 crores adult population who are underweight as per the Lancet Journal (Study from 1975-2014).These consumers face challenges like poor concentration, poor stamina, low immunity as well as lack of self-confidence while facing the world. To top it all, they continue to receive unwanted salahein (advice) by everyone around them on how to gain weight. While these come from a place of concern however, these are never-ending & usually ineffective – the answer is as simple as having an expert solution which is provided by Endura Mass, the weight gain expert from Cipla Health which provides visible results beginning six weeks. This is when the product is consumed as recommended on pack along with regular exercise, active lifestyle, healthy diet.
Cipla Health Ltd. has onboarded one of India’s creative agencies - Lowe Lintas to give wings to their latest campaign for Endura Mass – The Weight Gain Expert. Drawing from the insight of unwanted salahein, the campaign was conceptualized from the lens of the consumer. As a part of the campaign, a pan India level exhaustive interaction with consumers looking to gain weight was done.
Cipla Health CEO Shivam Puri mentioned, “The strategic acquisition of Endura Mass in July 2022 was with a view to expand CHL’s portfolio into a new category of weight gain, thereby catering to a very specific nutritional need for a set of our consumers. The current communication with its peppy music & relatable consumer insight is an attempt to make a clutter breaking communication to reach underweight consumers and allow them to seek the expert solution in their weight gain journey. Endura Mass, a pioneer in the weight gain category since 20 years has a blend of proteins, vitamins & carbohydrates, is vegetarian & has no side-effects, something that most prospective users are concerned about as per the current solutions available in the market.Lowe Lintas chief operating officer and chief growth officer Anaheeta Goenka said,''There are actually millions of people who are trying to gain weight however are unable to achieve success. We realized when we met these people that they get myriad advice from multiple folks adding to their dilemma with respect to solutions. Our idea for Endura Mass stemmed from this consumer truth leading to the campaign idea - “No salahein, sirf expert apnayein.”
The campaign is live on popular social media platforms like Youtube, Facebook & Instagram as well as being aired on TV. In addition this Endura Mass has recently executed an influencer led engaging digital campaign on popular social media app Moj from ShareChat which is a popular short video format app. The campaign aimed at inviting people to share their experiences on the various advice they have received to gain weight – this campaign has already garnered over three million views on the social media app.
