Eno celebrates 50 years in India with comedy show Metaverse

Eno, GSK Consumer Healthcare’s antacid brand, has spent 50 years in India.

Over the past 50 years, Eno has consciously harnessed humor as a tool for communication and awareness around acidity. His original approach has resulted in campaigns that have moved from print to television and now to digital platforms.

In recent years, Eno has started collaborating with comedy influencers as part of a long-term content strategy. To celebrate its 50e year and has built a community of fun foodies across India’s diverse food cultures, Eno has taken the next natural step in its evolution by creating a humorous event in the metaverse.

The event was headlined by stand-up comic Zakir Khan and supported by other comics such as Rahul Subramanian, Kaneez Surkha, Sahil Shah, Rahul Dua, Kiran Dutta and Shraddha Jain. Titled “A Plate of Laughs,” the comics donned custom avatars and interacted with each other in an amphitheater metaverse location. The humor centered around their personal experiences with sourness and their quirky observations about Indian food and gourmets.

This campaign was a joint effort of the WPP team. Eno’s creative partner, Ogilvy, conceptualized and created the event theme, creative rollout strategy and design. Genesis BCW co-created branded content with the comics and handled internal communications. The Metaverse experience itself was powered by PartyNite.

Prior to the event, there was a 3-day Instagram teaser campaign, where Zakir invited the other comics to the metaverse show, and each revealed their custom avatars. The event itself saw Zakir do a 10-minute set about his first love – food, followed by interactions with the other comics. After the event, the comics will post videos on Instagram of their experience in the Metaverse.

“We are very proud to celebrate 50 years of Eno in India, adding to the legacy of one of the country’s most iconic and beloved brands. It is a brand that has always sought to push the boundaries of communication and become a true wingman for people suffering from acidity on a daily basis. Celebrating this in the Metaverse is a glimpse into the next 5 decades as the brand continues to remain relevant, contemporary and vibrant. The brand has always sought to push the boundaries of connection with its vast consumer base, spread across rural and urban India. We have been leaders in creating digital content, and the comedy genre not only aligns with the brand, but also helps build a unique ally with the consumer, said Anurita Chopra, Chief Marketing Officer, Indian subcontinent at GSK Consumer Healthcare India.

“Anyone who knows me well can corroborate how far I’m willing to go when it comes to my passion for food – even if it means stepping into the metaverse. I’m thrilled to have partnered with an iconic brand like Eno as it continues to evolve and take its first steps into the metaverse. They’ve brought joy into our lives through innovation and humorous stories for over five decades. Hope our fans enjoy the ride fun food.

Zakir Khan, stand-up comedian, commented: “A brand turning 50 is no ordinary feat. So when Eno turned 50, we knew we had to make the celebrations extraordinary. Instead of looking for the perfect place for the occasion, we ended up creating one. This is how “Plateful of Laughs”, the first Indian comedy event inside the metaverse, was born. We had partners in functions like technology and PR working in complete synergy to create a cutting-edge metaverse experience. Working with some of the most sought after names on the comedy circuit, we’ve created an experience that’s truly out of this world.

Ritu Sharda, Creative Director at Ogilvy North, added: “Congratulations to GSK Consumer Healthcare and the Eno brand for this laudable milestone. We have been privileged to be part of this journey for over a decade and to watch the brand grow as a household wellness favourite. The “Plateful of Laughs” event is both a celebration of this legacy and an opening to new audiences across the metaverse. For us, this means an opportunity to showcase our most deserved offering, with the acting talent provided by the Outstanding Speakers Bureau and integrated communications across traditional and digital platforms. The metaverse is the new frontier of communications and with our partners WPP and GSK Consumer Healthcare, I’m sure we can get people moving for Eno.

Deepshikha Dharmaraj, CEO of BCW India Group, said, “Metaverse is an ever-evolving technology and the possibilities are not only being explored by developers, but also by users and brand owners. We’re shaping the new Internet, and on this journey, we’re thrilled to have a partner like Ogilvy on this journey. Working with Ogilvy to celebrate Eno’s 50th anniversary has been extremely satisfying technologically and creatively.

Rajat Ojha, Founder of Gamitronics (PartyNite), said, “Eno was launched in 1852 by British pharmacist James Crossley Eno and entered India 120 years later in 1972. Since then, it has been an integral part of every home. Today, Eno is one of India’s leading antacid brands, relieving acidity in just six seconds after consumption – faster than any other remedy. Over the years, Eno has added more flavors to its portfolio with Orange, Cola and Ajwain being popular choices. More recently, ENO has launched flavors like Neembu Shikanji and Jaljeera, which reflect the home remedies Indians use to combat sourness.

Javier E. Swan