ABOUT

Saridon, an up-and-coming pain medication, wanted to challenge the more established pain relief brands, and wanted to do it in a big way. The campaign, consisting of films, print, outdoor and radio, launched Saridon in a quirky and humorous way, playing up heavily on the cost of suffering intense, persistent headaches while on the job. The work resulted in a complete category shift, with medicine and pharma brands now being more open to using humor. A literal hit with the target, as well as industry award shows in the global creative circuit.