In a world where women continue to break barriers and redefine their roles, it becomes increasingly important to nurture their aspirations and support their journeys. That’s exactly what Dr. Reddy’s Laboratories aimed to do with its one-of-a-kind women empowerment campaign Shakti Ka Prateek.

As one of the most impactful pharma campaigns in recent times, this initiative was conceptualized and executed by The Brand Brewery as part of a larger effort to celebrate strength, aspiration, and inner fire during Kolkata’s revered Kali Puja festivities.

The Vision Behind Shakti Ka Prateek

Acidity is a daily struggle for many, and Omez, Dr. Reddy’s trusted antacid brand, has long been a solution to “douse the internal fire.” But this time, the fire took on a symbolic meaning.

Shakti Ka Prateek which translates to “Symbol of Strength” was born as a powerful representation of the aspirations that burn bright within every woman. The campaign sought to highlight the challenges women face with health and well-being, while empowering them to overcome those challenges with resilience.

Asia’s Largest Solar-Powered Torch Installation

The highlight of the event was the creation of Asia’s largest solar-powered torch, a magnificent 17.5-foot installation that was officially recognized by the Asia Book of Records. Installed in Kolkata, the torch stood tall as a shining beacon of inspiration and was the centerpiece of the Dr Reddy event.

From conceptualization to execution, every element of the torch, crafted sustainably and powered by the sun echoed the theme of self-sustained strength and the power that lies within.

Healthcare Professionals Join the Movement

A standout element of this pharma campaign was the collaboration with over 34,000 healthcare professionals (HCPs) from across the country. These HCPs were invited to share their thoughts on women empowerment. Their collective voices were symbolically incorporated into the base of the torch, forming the very foundation of Shakti Ka Prateek.

This meaningful gesture further emphasized the campaign’s commitment to supporting women not just symbolically, but through informed, expert-backed encouragement.

An Artistic Tribute to Feminine Power

From vibrant visuals during Kali Puja to interactive stalls, slow-motion visuals of doctors participating, and the making-of moments, Shakti Ka Prateek was an immersive and emotionally resonant experience.

It was more than an installation, it was a movement. A statement. A call to keep the fire of aspiration alive while suppressing the fire of acidity.

Conclusion: Lighting the Way Forward

At The Brand Brewery, we are proud to have brought Shakti Ka Prateek to life—a campaign that blends art, science, purpose, and passion. As we continue to create meaningful experiences through our pharma marketing strategies, this Dr Reddy event remains a milestone in our journey.

It’s time to illuminate paths, ignite ambitions, and celebrate every woman’s potential.

Because Shakti Ka Prateek is not just a torch.
It’s a tribute to the fire within.