ESKAG Pharma - Eat Safe to Be Safe

During the COVID-19 pandemic, Eat Safe launched a food-sanitising product at a time when hygiene had become an immediate concern for every household. The challenge was to introduce an unfamiliar product, explain its relevance and build consumer confidence without adding to the fear and confusion surrounding the pandemic. While working with HT Media Ltd., I ideated and designed the integrated campaign “Eat Safe to Be Safe” in association with Hindustan Times and Fever FM Kolkata.
The campaign translated food safety into clear, everyday communication. Familiar food imagery, direct messaging and accessible visual cues helped audiences understand the product and its use without relying on technical or alarmist language. The communication maintained a careful balance between urgency and reassurance, presenting food sanitisation as a practical addition to daily hygiene.
The campaign was developed across radio, print and digital media. Each platform served a distinct purpose: radio built recall through a simple verbal message, print established product credibility, and digital creatives extended the conversation to a wider and more responsive audience.
The integrated campaign reached and engaged more than one million people across Bengal, helping Eat Safe establish strong visibility during one of the most difficult periods for consumers and brands.