Case studies · Healthcare & Wellness

Smart Laboratories

Regional press in two languages for an economical medicine range

A cardiac and diabetic patient reads the paper and buys their medicine monthly, which makes daily press the natural fit. The SMARTeco range ran in Gujarati and Hindi dailies with the same construction in both, an everyday savings line, the categories the range covers and the instruction to ask the pharmacist for it by name. The ad sat alongside general news rather than in a health supplement, where the reader would already be self-selected.

What it delivered

Asking the reader to name the brand at the counter is what makes a press ad work in a category where the pharmacist decides the substitution. Running the same layout across two languages kept the buy simple while covering two distinct regional readerships.

Format Press advertising

Languages Gujarati and Hindi

Call to action Ask your pharmacist

SMARTeco press ad in Punjab Kesari with the everyday savings message

The same SMARTeco layout running in a Gujarati daily

Execution photography from the campaign, captured site by site as each placement went live.

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