Agency Network: 
February 2011
Azulix:  Whale
Azulix Print Ad -  Whale

Also From This Campaign 2


Print advertisement created by Sorento, India for Azulix, within the category: Pharmaceutical.


Big tablets, tough to swallow
Azulix. Looks mini, does plenty.

Advertising Agency: Sorento Health Communications, Mumbai, India
Creative Director: Rajesh Rai
Art Director: Siddhesh Kadam
Copywriter: Rucha Patil
Illustrator: Siddhesh Kadam
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antoniobac's picture

I don't quite understand the product. I'm guessing it's some sort of small pills.

On the other hand copy is really repetitive. Putting a whale simbolizes the concept of big. You don't need to explain that anymore or that is though to swallow, which is a direct consequence.

(Sorry for the miss spellings, english is not my mother language either)

Activity Score 192
左三三's picture

I like the brief style.but the text composition is hard for consumers to read.

Activity Score 3
MidasTouch's picture

I agree with Antoniobac.

Activity Score 1020

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

everartz's picture

i think the text's orientation is meant to be like this coz it gives the feeling that its hard to swallow when it takes you a long time to read it, which makes the campaign works better... i like it and i find it good

Activity Score 7571
Art Director |

| everartz |

unnchal's picture

bang on target

Activity Score 10
purshotham's picture

The message is clear..

Activity Score 453
dj_darora's picture

Not Quite Clear..

Activity Score 15
Art Director
CuriousPencil's picture

Here's another observation for you. White text on light blue background, *outside* your logo? *Might* just be ignored. I see this as a pill-necker and I see the big hard-to-swallow tablet with the instructions that it's hard to swallow.

All that's left to look at is the product name.

I don't want whale pills.

And by the time I make the connection between the big pills and the product name, I've turned the page, or left the room, or driven past, because everyone knows that the small print under a pharma logo/ad is from legal.

So, I call SCAM on this, also because there's no legal small print, or (contra)indication info as to what the product is for.

Activity Score 4167
Marko Gucunski's picture

Its a bit in Green Peace territory with the "Don't eat whales message"

Marko Gucunski
Activity Score 31
Art Director at Freelancer
brendansparrow's picture

Weak execution.

lukefang's picture

not bad

Activity Score 54
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