What it had to solve
Break away from the problem-solution formula of Indian OTC digestive advertising and make Lupin's Lupizyme Plus top of mind in gut health through engaging, relevant content.
The idea
A documentary about a professional with a unique gift — hearing people's gut problems — who points them to the real 'ustaad-ji' of relief, Lupizyme Plus.
How it works
Contract Mumbai produced a documentary-style content piece directed by Parikshit Vaidya for Gulliver Films, following the Gut Whisperer's life and 'gift' and holding the category reveal until the story has the audience engaged.
What it did
No audience or sales results were reported; Lupin's OTC head framed the content as the next step in making the brand a conversation leader that stays top of mind in gut health.
Background
Lupizyme Plus, the OTC digestive remedy from Indian pharma company Lupin, had been a category leader for years — available as a tonic, capsule and tablet, with a PRO-Body formula that simulates the body's natural digestive process. Anil Kaushal, head of OTC business at Lupin, said taking the brand to the next level meant making it a conversation leader: building engagement with audiences and staying top of mind in gut health.
Group agency Contract Advertising answered with the 'Gut Whisperer', a documentary-style piece of content about a professional with a gift for listening to and interpreting the problems of the gut, directed by Parikshit Vaidya for Gulliver Films. The story follows how his gift helped people suffering gut and stomach problems find relief through the real 'ustaad-ji' of gut problems — Lupizyme Plus.
Chief creative officer Sagar Mahabaleshwarkar said a life told in documentary format carries a different level of engagement and let the team disrupt traditional OTC communication conventions. EVP and general manager Ayan Chakraborty added that the category usually runs a problem-solution formula, so the piece was deliberately built as a docu-style narrative that engages from the beginning without giving away the category.
Why it lands
OTC digestive ads all look alike, so a mockumentary format stands out before any product shot appears.
Delaying the category reveal keeps viewers watching what feels like a documentary instead of skipping an ad.
A character-led story gives the brand something people talk about rather than another remedy claim.
What you can take
In a category locked into problem-solution ads, borrowing a documentary's format buys attention before the product ever appears.
Since then
No performance results were reported; the client positioned the content as the first step in building engagement and conversation around the brand.
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