Gut Health Gets Cheeky: Assana’s Billboards Spark Buzz in Chennai

In a world of boring and basic billboards in healthcare marketing, one clinic, Assana, has taken it to another level: bold, witty, and totally unapologetic about what it stands for.

Bathroom Talk, Loud and Clear

With hoardings across Chennai, Tamil Nadu, Assana has taken the bold (and cheeky) route to talk about something often seen as taboo or uncomfortable—gut health and digestive issues.

Even the name itself doesn’t shy away from the theme. “Assana” is a pun on “asana,” which means seat—setting the tone for what the brand represents.

The clinic highlights common issues faced by people with colorectal problems, using humor that’s straight-up and relatable:

• “We treat all kinds of a**holes. Call us if you’re living with a painful one.”

• “Let Elon explore Mars, our mission is Uranus.”

• “Has your life become a pain in the a**? Call us, let’s get to the bottom of it.”

• “The number one clinic for your number two problems.”

• “The truth about life is that sh*t happens every day. Talk to us if it doesn’t.”

What Makes It Different

It’s the unapologetic humor combined with clear messaging that makes this campaign stand out. Instead of tiptoeing around the topic, it normalizes gut issues while making the brand memorable.

It’s Got People Talking

Created by Be Positive 24 Innovative Design Company, the campaign has grabbed attention not just from the public but also across LinkedIn.

The hoardings are designed to make people stop, smile, and relate. In a world where most ads go unnoticed, something bold and clever is what stands out—and this one does exactly that.

These cheeky lines are what make people pause, smile, and feel oddly comfortable with a subject they would usually avoid.

Marketing strategist Raj Dasani called it “silently killing the hoarding game.” He praised the design, the strategy, and how the brand’s boldness and relatability make it unique.

LinkedIn users from both the marketing and healthcare space have reacted to the campaign, sharing it, commenting, and applauding the creativity.

Dr. Devanand Kolothodi, Regional CEO of Aster DM Healthcare, called the approach clever, saying it makes people “think, chuckle, and instantly relate to the name and its purpose.” He added that even in the serious world of healthcare, a thoughtful campaign with cheeky humor can add a much-needed human touch.

Still, not everyone is on board. Some have questioned whether the campaign will continue to resonate, especially with older audiences. Will the wittiness hold up in the long run, or will the novelty fade? That remains to be seen.

The Verdict Is Still Out

Whether this kind of marketing is clever or crass, successful or short-lived, only time will tell. But what’s certain is that it got people talking. And that itself is no small feat in healthcare marketing. The boldness deserves applause—but can it sustain the buzz? That’s the real test.

(Rh/Pooja Bansal/MSM/SE)