MUMBAI: Fun times are incomplete without food. What good is a movie without nachos and popcorn! Can shopping be complete without a plate of chaat?! Would Holi feel the same without gujiyas? While food is an intrinsic part of most fun-filled moments, what happens when the same nibble decides to act as a deterrent.

Enter Eno with its claim of getting to work in just 6 seconds, Eno has led the fight against unsavoury bouts that can hijack occasions of joy and celebration.

Conceptualised and executed by Grey group, the latest campaign for Eno brings to life one such moment in the life of four friends. It demonstrates how the sudden onset of acidity can not only disrupt an otherwise fun moment, but has the potential to derail the celebrations that await.

Grey group India executive creative director Varun Goswami says, “Part of the joy of a train journey is in sampling the many local delicacies that are served at platform food stalls. Often a representation of the local flavour, these rich, surprising, unpredictable culinary samplers are a part of what makes train journeys, charming and memorable.”

Speaking on the new asset, Grey group India president of North and growth officer of North and West Ketan Desai mentions, “While the film is steeped in culture, and immediately connects with our audience, we have also embarked on a journey to create memorable assets like the Eno ‘O’, extenuating the relief moments with the effervescent bubbles, ensuring memorability and a strong brand asset that we can use across multiple medias and touch points.”