In today’s dynamic market, brands strive to engage with their customers on a deeper level. While brands rely on highlighting functional benefits to make a connect with their customers, it isn’t enough. With digital technology significantly improving brand experience by enabling highly personalized interactions across multiple channels, customers are seeking brands that resonate with their experiences. Abbott’s Digene, a trusted antacid brand in India for over 80 years, illustrates how brands can evolve to stay relevant.
A thorough research showed that acidity is a common, everyday condition affecting 62% adults between the age group of 30-60 yearsi, impacting their quality of life. People experience acidity for various reasons. It could be due to spicy food, eating at odd hours or even during stressful moments. Recognizing this, Abbott saw an opportunity to further help people in their daily lives. From focusing only on communicating functional benefits, we moved to integrating the brand in a consumer’s micro moments. Highlighting everyday moments of brand usage such as meals, traveling or late-night working, Digene became more relevant to consumers’ daily lives. The brand evolved from merely offering a solution to becoming a trusted companion that understands consumers’ needs and concerns. Digene is available in various formats such as gel, tablet, and stick pack, each tailored to meet different preferences.
The “#ControlKar campaign” transformed the brand’s story to be more relevant. The campaign encouraged people to take control of their acidity rather than letting acidity control them. The campaigns integrated approach engaged consumers across traditional media, digital, social and OOH (out of home) channels. Additionally, the brand also supported HCP education on effective gut health management, enabling them to help their patients follow treatment plans regularly. This dual approach shaped Digene’s authentic and compelling brand narrative.
Consumers related strongly to the campaign as it addressed everyday moments impacted by acidity. This shifted the perception of Digene from a serious to an approachable, relevant companion for everyday acidity problems. Abbott continues to place consumers at the center of its efforts, with insight-led solutions to help people lead better, healthier lives.
