BACKGROUND

Krack Cream, launched in 1993 for cracked heels, lost brand recall due to competition and chemists recommending alternatives.

CHALLENGE

Declining brand recall, competition, and market confusion.

STRATEGY

The campaign "Crack Hai Toh Krack Cream Hai" linked the problem (cracked heels) with the solution (Krack Cream) to make it memorable.

EXECUTION

TV/Digital Films: Emotional storytelling to build trust.
Social Media & Radio: Consistent messaging.
Outdoor Hoardings: High visibility for brand reinforcement.

RESULTS

40M+ views. Increased brand recall, chemist recommendations, and sales.

DOCTORS' DAY CAMPAIGN

Promoted trust in doctors over self-treatment, earning 3.5M+ views.

CONCLUSION

AD Street Communications helped Krack Cream regain its market position with a targeted and insightful approach.