The 'Gut Whisperer' Knows All in Contract Advertising's Campaign for Indian Pharma Brand Lupin

We have all heard of people in unique professions. We have even heard of animal whisperers – people understand issues that animals go through. But a Gut Whisperer? Who is he and what does he do?

Conceptualised by group company Contract Advertising for Lupin’s OTC brand Lupizyme Plus, Gut Whisperer is a piece of content told in documentary-style, about the life of a professional with a unique skill set. He has a gift for listening and interpreting the problems of the gut. With him, we go on a journey of how his ‘gift’ helped him listen to people who suffered from gut/stomach problems and how he directed them to relief through the real ‘ustaad-ji’ of gut problems– Lupizyme Plus.

Lupizyme Plus – available as a tonic, capsule, and tablet - from the house of Lupin is a trusted brand of doctors for years. Its PRO-Body formula simulates the body’s natural digestive process and provides effective relief from indigestion.

Speaking on this, Anil Kaushal, head OTC business, Lupin said: “Lupizyme Plus has been a category leader for years. To take the brand to the next level, it’s important to make the brand a conversation leader. This idea is the next step in that regard, to build engagement with our audiences, start conversations and make the brand top of mind when it comes to gut health.”

Supratik Sengupta, head of marketing, Consumer Healthcare, Lupin said: “Breaking the norms of a category is always challenging. But this idea managed to weave in the voice of the brand with the need to tell the Lupizyme story in a disruptive, yet relevant and engaging way.”

Sagar Mahabaleshwarkar, chief creative officer, Contract Advertising said: “The story of a life told in the format of documentary has a different level of engagement. And with the Gut Whisperer, we got a chance to disrupt traditional OTC communication conventions.  And with Lupin, we had a great client who immediately saw the potential of this idea.”

Ayan Chakraborty, EVP & general manager, Contract Mumbai commented: “The usual narrative in this category operates in a problem-solution formula. We wanted to break away from this and create content that will be engaging yet relevant to the brand. The Gut Whisperer was created like a docu-style narrative to engage the audience from the beginning without giving away the category.”

Rahul Ghosh, SVP & ECD, Contract Mumbai, said: “The first challenge was stepping outside the boundaries of traditional advertising storytelling. Once we got in our minds that we are making a documentary on a life, it was liberating.”