Alkem Laboratories’ World Record A historic milestone; a memorable moment

Client

Alkem Laboratories Limited is an Indian multinational pharmaceutical company, headquartered in Mumbai, Maharashtra, India. The organisation is engaged in the manufacturing and sale of pharmaceutical generics, formulations, and nutraceuticals in India and globally.

Brief

Sumo is one of the flagship brands for Alkem Laboratories Limited. As part of the brand’s promotion, the organisation was on the lookout for a larger-than-life concept. They were keen to set a world record that would make their brand stand apart and enable the business to create a distinctive and memorable achievement within the industry. The organisation set the date of 26th January 2022 for the world record, which was to be conducted at CIDCO Exhibition & Convention Centre, Auditorium, Navi Mumbai.

Our Approach

Step 1

We started liaising with The Guinness World Records authorities on ideas to either create a new world record or break an existing one. After significant brainstorming with the team, we shared a few key recommendations. Alkem Laboratories Limited decided to break the current record. 

Step 2

They selected ‘Largest Blister Pack Mosaic’ as the title of their record. We planned to use their sample packs to recreate the image of their brand mascot, which is a Sumo Wrestler. The previous record-holder created a mosaic measuring 50 sq m. We decided to break this existing record by creating a mosaic of 64 sq m.

Step 3

The on-ground execution of the record involved 40 working hands and 60-man hours to create an actual replica of the Sumo wrestler's image using two sides of a blister pack. The execution started 2 days before the D-day and was reviewed by the Guinness World Records adjudicator. 

Conclusion

All the efforts and planning paid off as this attempt successfully met all the criteria for adjudication set by Guinness World Records. Alkem Laboratories is the current record holder for the largest Blister Pack Mosaic measuring 64.95 sq m. This achievement created a historic milestone for the organisation and garnered positive appreciation from everyone within the industry.