Mumbai: In a bold creative twist, Zeno Health, one of India’s fastest-growing pharmacy brands, has launched a digital-first campaign that embraces the “Skip Ad” button — rather than fighting it. Titled “Skip Kar, Zeno Kar”, the campaign uses eight ultra-short films that combine humour, speed, and relatability to land brand messages in just 2.5 seconds, before viewers can click away.
In a digital landscape where skipping ads has become second nature, Zeno Health has turned a challenge into a creative opportunity. The campaign doesn’t just tolerate skipping — it asks you to do it.
Set in a familiar Indian household, the films feature beloved character actor Brijendra Kala as a quirky, pun-loving father, and Srishti Shrivastava as his practical, quick-witted daughter. Their banter serves as the vehicle for communicating Zeno’s core value propositions: genuine medicines, up to 60% savings, timely delivery, wide product assortment, 100s of stores, and the trust of over 30 lakh families.
The campaign was created in collaboration with production house Folklore, with the creative concept and scripts developed by Zeno Health’s in-house brand team. All eight ads combined run for just 86 seconds, making them tailor-made for skippable digital formats.
Siddharth Gadia, Co-founder of Zeno Health, said, “Most healthcare ads either scare you or bore you. We wanted to do the opposite, make you smile while still telling you something that is really important for you. Brijendra and Srishti bring to life the everyday conversations in Indian homes, where humour and care all mix together. We believe this premise helps us connect to our users in a memorable way and will be an important stepping stone in our mission of making high-quality affordable medicines accessible to people, from metros to the remotest villages of our country.”
The campaign is a conscious move away from fear-based or overly clinical messaging that dominates the healthcare space. Instead, it opts for warmth, relatability, and humour — particularly through “dad jokes” that are equal parts cringe and charming.
Ujjwal Kabra, Writer & Film Director, and Bhupender Agarwal, Founder & Producer at Folklore, added, “Creating engaging 10–12 second skippable ads is always a challenge, most end up as straightforward, piece-to-camera films. For us, it was important not just to bring out the brand message through this series of short ads but also to anchor it in a central idea without relying on gimmicks. A series of dad jokes felt like the simplest and most playful way to bring that idea alive.”
By delivering brand truths before users can click away, Zeno Health’s campaign redefines how brands can approach skippable ad formats. The result is a series that feels more like mini-stories than marketing, using cultural nuance and humour to connect with today’s fast-scrolling audiences.
