Client: Intas Pharmaceuticals
Brand: Empaneo – New-age Diabetes Drug
Industry: Pharma & Healthcare
Objective: Disrupt traditional product launch formats
Audience: 1000+ Field Force, 500+ Specialist Doctors
Format: Soft Launch + Multi-City AI-Hosted Launch
Award Category: Best Virtual Product Launch
The Challenge
Launching a diabetes drug in a crowded market demanded more than brochures, CMEs, and static AVs. Doctors were fatigued by repetition, and the field force needed inspiration and alignment. Empaneo required a launch that felt as new-age as the molecule itself.
The Strategy – “Let Neo Lead”
Create Neo, an AI + Robotics mascot who becomes the voice, face, and host of the launch. Neo would bridge science, doctors, and field force through personalisation, interactivity, and futuristic recall.
Creative Execution
Soft Launch – Conference:
– Neo robo introduced on stage, interacted live, ran brand surveys, clicked selfies & sent them instantly to doctors.
Main Launch – Field Force:
– 10 locations, 1000+ team members. Neo hosted the full event, announced breaks, called speakers, launched the product.
Doctor Launch:
– 500+ specialists across India. Neo anchored, personalised names & cities, and made every event unique.
Innovation Highlights
AI mascot, robo-interaction, live surveys, personalised mentions, same-day multi-city rollout — a first in Indian pharma.
Impact & Results
- 1000+ field force aligned and energised
- 500+ doctors engaged in one day
- 100% brand recall — Neo became the face of Empaneo
“Neo didn’t just launch Empaneo. Neo launched a new era of pharma engagement.”