Assana has rolled out a cheeky (no pun intended) OOH campaign across billboards in Chennai, highlighting the colorectal and gut wellness clinic’s services. 

The campaign, credited to a Chennai-based agency, be positive 24 Innovation Design, comprises a series of four hoardings that use clever wordplay to spotlight the clinic’s offerings.

The first copy reads: ‘We treat all kinds of assholes. Call us if you are living with a painful one’ – a line that while wickedly  appearing to refer to an annoying person, manages to strictly stay within the realms of the clinic’s services. 

The second billboard promotes the company as ‘the number one clinic’ for gut-related issues by using double entendre, going on to share a customer service number for ‘relief’.  

Yet another one makes no qualms about the company’s self-acclaimed identity as ‘Chennai’s first colorectal and gut wellness clinic’ and its ‘area of interest,’ while taking a jab at Elon Musk’s inter-planetary ambitions.

The fourth and final hoarding takes a philosophical route, proclaiming, ‘The truth is shit happens every day…,’ concluding with a call-to-action: ‘Talk to us if it doesn’t’!

What we think about it: It’s not every day that we come across tongue-in-cheek campaigns that doesn't take itself too seriously, more so from a company that operates in a space that’s anything but humorous. Just that would suffice to make this campaign refreshing and attention-worthy. However, it also stands out for its unabashed humour and irreverence - an unusual and welcome move in the typically clinical world of medical advertising, in the process humanising an awkward conversation and making colorectal wellness seem surprisingly accessible.