Created by the R K Swamy BBDO advertising agency, the Parit ad features ice-bound objects typically found at your backyard cookout. Parit is a brand of indigestion-relieving medicine manufactured by GlaxoSmithKline in India.
The advertisements showcase three spicy meals that typically induce uneasy stomaches and indigestion due to their sizzling after bite. The sheesh kebab, barbque chicken and chili pepper are looking rather peculiar with their new icy makeovers. The frozen-solid print ads were conceptualized by Art Director Rajeshwar Rajoji and Creative Director Jairaj Benerjee. The slogan "Removes heat from Chili. And acidity from stomach," is certainly fitting for the visuals shown.
Although the Parit ad messes with your perception and senses, the eye-catching visuals reinforce the brand's goal to provide relief after a heat-packing meal.