What goes up doesn't come down smoothly.

THE CLIENT Assana Gut & Colorectal Wellness Clinic, Chennai's first of its kind. Focused on digestive, colorectal, and gut-related health with dignity and care. A modern clinic tackling taboo with clarity, humour, and empathy. THE BRIEF Create a witty awareness campaign around constipation and gut issues. Use humour to break stigma and drive attention to gut health. Position Assana as the go-to expert for colorectal wellness in Chennai. THE IDEA A man inserts a coin into a vending machine, but nothing comes out. Another man walks up, sticks an Assana sticker on the machine. Instantly, the ticket pops out smoothly. The video's idea is to say that when your digestive system gets stuck, Assana helps things move naturally. Voiceover: “Your ticket to great gut health. What goes in doesn't always come out smoothly.” THE RESULT A simple, sticky metaphor that made people laugh and think. Stood out for its clean humour, bold message, and minimal style. Helped Assana launch with memorability and strong word-of-mouth