“I Stand Against Resistance” Campaign (2016) 

How it started

• Dr. Reddy’s wanted to increase awareness and engagement for their fungal antibiotic brand
  
  

• Challenge: Rx drugs in India cannot be directly advertised → no brand mentions, strict compliance
  
  

• Task: Build awareness, community, and recall among doctors without violating regulations

Approach & Process

1. Identified a cause-based angle: antibiotic resistance in fungal infections
   
   

2. Crafted the messaging platform: “I Stand Against Resistance”
   
   

3. Built a strategy around indirect awareness → educate, engage, and unify doctors around the cause rather than the product
   
   

4. Designed content pillars: fungal prevention tips, resistance awareness, doctor voices

Execution

1. Launched a Facebook community page dedicated to “I Stand Against Resistance”
   
   

2. Created interactive pledge campaign: doctors submitted photos with “I pledge against resistance,” shared via branded templates
   
   

3. Regularly posted educational content (fungal prevention, resistance awareness)
   
   

4. Built an engaged community through organic shares and peer influence

Impact & Results

✅ 10,000+ community followers

✅ 1,000+ doctors actively participating

✅ High brand recall reported despite compliance constraints

✅ Contributed to achieving sales targets

✅ Recognized as a pioneering digital-first Rx campaign in India