
An Ad That Became A Living Will
The idea was written about and discussed.

Constipasana
There is something nobody wants to talk about. But everyone wants a solution to – Constipation.
Cremaffin had the answer. The insight we arrived at was that if you sit on the pot at an angle of 35 degrees, it could help give relief from constipation.
So we created a new asana to explain this: Constipasana.
The campaign transformed Cremaffin from being a ‘reminder’ brand to a ‘discussion’ brand. Constipasana created a disruption in the medical fraternity and HCPs across India started appreciating it.The brand registered one of the highest month-on-month growth of 45%.
We took Constipasana to 1066 clinics and hospitals across India on the week preceding the first International Yoga Day with over 40,000 participants.
Constipasana won the Asian Leadership Award for ‘Best Marketing Campaign’. And the prestigious Effies India award.
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