Eno celebrates 50 Years In India With India’s First Ever Metaverse Stand Up Comedy Show

 

Eno celebrates 50 Years In India 

ENO hosted India’s first ever comedy show on the Metaverse with leading comedian Zakir Khan and a gallery of star comics

 

India 2022 : GSK Consumer Healthcare’s leading antacid brand ENO has completed 50 years in India. Over the five decades, the brand has been been the trusted wingman of foodies across the country, and bailed them out of innumerable acidity interruptions (now over a billion times a year). With it’s iconic communication – “Jiyo life non stop”, Eno established itself not just as a problem solver, but a true ally in helping people live their best life moments in the most uninhibited and fun way.

Over the years, with its witty, slice of life advertising, Eno has consciously leveraged humour as a tool to communicate and create awareness around acidity. Its quirky approach has evolved in the past 5 decades creating conversations around acidity and its treatment, with iconic campaigns, across TV and Digital

***Insert campaign montage video here****

More recently, as a brand wanting to immerse itself into everyday conversation and popular culture, and to further build brand love, Eno started collaborating with comic influencers, which it sees as a way of building its long term content strategy. To both celebrate it’s 50 year milestone and start building it’s own community of fun foodies, Eno partnered with some of the top Indian Comics, in India’s first ever stand up comedy event in the metaverse. Headlined by leading stand up comic Zakir Khan and supported by other top influencers, Rahul Subramanian, Kaneez Surkha, Sahil Shah, Rahul Dua, Kiran Dutta (@thatbongguy) and Shraddha Jain (@aiyyoshraddha), the show was a celeration of the unique and diverse food culture of the country, delivered in quintessential stand up comedy style

The metaverse as a platform for brand activation is still quite recent in India, but is a very strong expression of the now and here of immersive tech. Titled, “A Plateful of Laughs with Zakir Khan”, the stand up comedy show was an interaction between the comedians who appeared in their customized Avatars in a metaverse designed as an ampitheatrical performance venue. The humor was around their personal experiences with acidity and their observations of food and foodies.

Before the start of the event, there was a 3 days instagram teaser campaign, where all the comics built content and interacted with each other about the upcoming event. After the event, they all released videos of their personal experiences within the metaverse and during the performance.

This successful campaign was a joint effort of Team WPP, with multiple agencies working together on it. Eno’s creative partners Ogilvy conceptualised and created the entire theme of the event, creative roll out stategy and the design. BCW Genesis partnered in co-creating the branded content with the stand up comics. The entire experience on Metaverse 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

Commenting on the collaboration to celebrate Eno’s 50 years, Zakir said “Everyone who knows me well, can corroborate the extent I am willing to go to when it comes to talking about my passion for food even if that means going onto the Metaverse. I am excited to have partnered with an iconic brand like Eno who has continued to bring joy into our lives through its innovations and humorous storytelling over five decades. As they step into a disruptive sphere with the first ever comic show on the Metaverse, I am glad to have been part of the digital progress of the brand and am hopeful that our viewers will enjoy the fun filled food ride.”

Ritu Sharda, Chief Creative Officer- Ogilvy North, adds,

‘A brand completing 50 years is no ordinary feat. So when ENO turned 50 we knew we had to make the celebrations extraordinary. Instead of looking for the perfect place for the occasion, we ended up creating one.And so Plateful of Laughs, India’s first stand-up comedy event inside the metaverse, came into existence. We had partners across functions like tech and PR working in complete synergy to create a cutting-edge metaverse experience.In collaboration with some of the most sought-after names in the comedy circuit, we created an experience that was truly out of this world.’

Rajat Ojha, Founder Gamitronics said, “Metaverse is an ever evolving technology and possibilities are not just being explored by the developers but by users and brand owners as well. We are shaping the new internet and in this journey, we are stoked to have a partner like Ogilvy on this journey of ours. Working with Ogilvy to celebrate the 50th anniversary of Eno was technologically and creatively immensely satisfying”