Hoardings across the Northeast, in the local script
National creative usually reaches the Northeast last and in the wrong language. This ran the other way: hoardings across the hill towns carried the nasal drop message with the brand name set in the local script alongside English, on rooftop and roadside sites at the junctions and market approaches that carry the town’s whole traffic. The symptom list stayed in English, where the pharmacy conversation already happens.
Setting the brand name in the regional script signals that the product is meant for that market rather than shipped into it, which matters in a category bought on trust at the counter. Junction sites in hill towns concentrate a whole town’s movement in a way a city site never does.
Execution photography from the campaign, captured site by site as each placement went live.