Zydus India's potent adalimumab for rheumatoid arthritis - Exemptia was in the market for a year. However, the sales team wasn't excited to talk about it to the doctors. We gave arthritis a positive spin and capitalised the opportunity on World Arthritis Day. One morning, all employees of Zydus at Ahmedabad woke up to these posters.
Soon, print ads followed. Same communication was adapted for Visual aids and DM too.
