Laxatives being a crowded category needed a fresh perspective. Research revealed that a recommendation from the retailer plays a vital role in the purchase of this product. The communication package was specially developed to create impulse at the retail level. Backed by a 20 sec TVC, a strong difference was created to the brand’s reentry in the northern market. The creative route focused on bringing out the expression of satisfaction or the ‘Sense of relief’. ‘Smile more please’ was conceived to impart the product benefits in a humourous and appealing manner.