Lupin’s Lupisafe Wipes Launches Campaign Series of 10-Second Films

    By Katerin Pantaleon - Oct 24, 2020
    Lupin’s Lupisafe Wipes Launches Campaign Series of 10-Second Films

    With more people returning to work, there is a lot of apprehension and fear surrounding touching everyday objects around us, says a new campaign from Lupin’s Lupisafe Wipes.

    With Lupin launching Lupisafe, a hand sanitizer brand, a few months back, Contract Advertising, a part of the Wunderman Thompson Group and member of the WPP network, was tasked with demonstrating the efficacy of the new launch of germ kill wipes. To increase visibility, the campaign #BeSafeWithLupisafe, was launched during the IPL with a set of 4 short films for TV as well as social media platforms.

    “The hand hygiene category in India is growing at a phenomenal pace and Lupin has launched a sanitizer brand called Lupisafe a few months back,” said Anil Kaushal, Head of OTC Business, Lupin on the campaign. “This is an extension of the brand into wipes having 70% alcohol as recommended by WHO and we are to see traction on this category with this launch campaign.”

    “Lupisafe is a new kid on the block and we wanted it to be well-known quickly,” said Supratik Sengupta, Head of Marketing, OTC Business. “The brief to Contract was to tell a relevant story in 10 seconds that will demonstrate usage and connect it to the brand. We chose IPL to launch the campaign to get the desired eyeballs in the shortest possible time.”

    “This is a category that is relatively new to our country,” said Ayan Chakraborty, EVP & GM, Contract Mumbai. “Facial wipes were always present, but a germ kill wipe is something that has become relevant in the last few months. The task was to create simple stories of 10 seconds which educated the consumer on the use of the product in a relevant setup.”

    “Sometimes the sharpness of an idea is imposed by the medium,” added Rahul Ghosh, SVP & ECD, Contract Mumbai. “And telling a brand story in such a short format called for a discipline in storytelling where every element of the execution needed to play its role very hard, starting with the brief. The brief was super focused. Only a matter of logic that the creative product can be an outcome of such discipline.”

    Lupin Limited is an Indian multinational pharmaceutical company based in Mumbai, Maharashtra, India. With a presence in over 100 countries, Lupin offers high-quality yet affordable medicines for some of the most chronic diseases addressing unmet needs in many parts of the world.



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