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ENO × IPL #FoodFaceOff: From remedy to recreation.
Food culture / India. A IPL campaign for ENO by Asymmetry Brandworks.
Problem
ENO was already India’s trusted name for fast relief. The opportunity was to take it beyond the medicine cabinet and into the culture people celebrate every day.
Insight
In India, food is identity. Like cricket, it is defended with pride. Consumers did not want a brand telling them to hold back.
Strategic move
Make ENO a cultural ally of indulgence.
What we built
#FoodFaceOff during IPL: Akash Gupta played fans of different IPL teams, defending local food as fiercely as cricket pride. Videos, memes and social banter connected acidity with the heat of cricket and food.
The films