Bold, Brief, Viral

How Assana’s seven words turned colorectal health into shareable content.

Author

Javier García
September 11, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Assana Clinic’s “Mission is Uranus” Billboard — Chennai, India

What happened: A clinic focused on colorectal and gut health in Chennai went viral with a billboard that reads:

“Let Elon explore Mars; our mission is Uranus.”

It cleverly uses humor and contemporary pop culture (Elon Musk + Mars mission) to draw attention to a health subject that’s usually taboo. The campaign has reached over 1 million views on social media, sparking conversations while avoiding being crass. �

Key Marketing Lessons

Use humor to broach taboo: Sensitive topics can often be ignored or avoided. Humor (especially wordplay) lowers resistance and opens the door for conversation.

Leverage current cultural touchpoints: Referencing something people are already discussing (e.g. Elon Musk / Mars) gives your message easier entry into public awareness.

Keep it bold but tasteful: The ad doesn’t go overboard, but pushes just enough to be memorable. That balance helps keep it shareable without alienating the audience.

One line can carry weight: The simplicity of the message (short, witty) makes it easy to understand, remember, and repeat.

Viral doesn’t mean mainstream media scale: Traditional OOH + social sharing worked together. The billboard itself got attention, online amplification made it go global.

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Weekly Tip

End Strong

The last line is what people carry with them, so make it count.

• Summarise the key takeaway in plain words

• End with a clear action or thought to remember

• Avoid trailing off—finish with intent

A strong ending reinforces your message and leaves your audience with direction, not doubt.

Weekly Challenge

Content Series Challenge

Pick one theme and turn it into a 3-part series this week:

• Break a bigger topic into three short, connected posts

• Publish them on different days, each ending with a teaser for the next part

• Use consistent visuals or titles so followers see the connection

• At the end, post a recap tying all parts together

Series keep people coming back and boost repeat engagement.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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