Pharmeasy
Cricket ka Tonic
IPL is India’s biggest cricketing festival. It’s a two-month-long tournament with teams from different parts of the country competing for the country’s ultimate trophy. Matches are played every day and adrenalin runs high, both on the field and among fans. But, 2020’s IPL was different. It was being played behind closed doors in stadiums outside the country, with fans confined to watching from their homes. The fans and their banter was clearly going online.
Pharmeasy is India’s leading online medicine ordering service. It tries to make the world of medicines more accessible to customers and communicates the same through its fun quirky advertising. Like most brands its social media language changes during the IPL months to accommodate cricket and stay relevant with popular conversations. We were tasked with conceptualizing this language for IPL 2020.
The dynamic nature of the tournament feeds a constant chatter on social media, making it hard for brands to keep pace with the conversation. Moreover, with all of the country’s top brands fighting for a share of the pie, brands get very little attention from its customers.
We noticed that the most active conversation during the IPL season is the banter between the fans. Rather than trying to become a part of this conversation, we became the conversation itself by turning Pharmeasy’s large collection of medicines, health supplements and medical devices into cricket banter.
We packaged these in the form of gifs and stickers under the name – Cricket Ka Tonic, which translates to ‘A Tonic for Cricket’. Then we seeded them over the internet through popular meme pages, influencers and our handle. We made sure that our gifs and stickers covered almost every imaginable situation that might pop-up in a match. A team is playing slow? Send the fans some vitamins. Someone drops a catch? Offer some eye-drops. Every sarcastic taunt makes sure that a Pharmeasy product is always a solution.
