The tour commenced on December 5, 2025, and will run until January 3, 2026, featuring live performances by popular Bengali artists Bishwanath Basu, Iman Chakraborty and Jojo
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Mankind Pharma has rolled out ‘Mon Matano Ganer Sanda (Soulful Musical Evening)’, a nine-city musical tour across West Bengal, presented by its flagship homegrown antacid brand Gas-O-Fast. Designed to celebrate Bengal’s rich cultural ethos, the initiative brings together music, community gatherings and local traditions, with co-support from Nimulid Strong and Health OK.
The tour commenced on December 5, 2025, and will run until January 3, 2026, featuring live performances by popular Bengali artists Bishwanath Basu, Iman Chakraborty and Jojo. All concerts are open to the public with free entry on a first-come, first-served basis.
Travelling through key districts including Burdwan, Bankura, Medinipur, Nadia, Kakdip, Basirhat, Malda, Jalpaiguri and Coochbehar, the tour adopts a format inspired by Bengal’s traditional macha shows, a familiar cultural gathering style, particularly in rural and semi-urban regions. Each stop is curated as a holistic cultural experience, featuring live music, food stalls, local engagement zones and family-friendly spaces. Timed with the year-end festive season, the tour offers communities an opportunity to come together and celebrate shared traditions in a relaxed, inclusive environment.
Gas-O-Fast enjoys a strong foothold in West Bengal, with an estimated 24 percent market share in the state and approximately 12 percent nationally, according to IQVIA data. Its jeera-based formulation, rooted in Indian digestive traditions, continues to find resonance among consumers. The tour aims to further strengthen the brand’s cultural connection in a region where it already commands significant trust, while also increasing visibility for Mankind Pharma’s other consumer brands, Nimulid Strong and Health OK, both of which form part of the company’s expanding over-the-counter portfolio.
To support the on-ground activation, Mankind Pharma has rolled out extensive local promotions, including banners, hoardings, Toto announcements and print-led outreach across tour locations. Dedicated brand stalls at each venue provide opportunities for consumer interaction and sampling.
Commenting on the initiative, Joy Chatterjee, Vice President, Sales and Marketing Head, Consumer Business Unit, Mankind Pharma, said that West Bengal remains a strategically important market for the company. He noted that music, especially in the macha-style format, holds a special place in the state’s cultural fabric and allows brands to engage with communities in a way that feels authentic and inclusive. He added that while Gas-O-Fast already enjoys strong recall in the region, the tour also creates an opportunity to build deeper familiarity for Nimulid Strong and Health OK among households across districts.
As the tour continues its journey across the state, Mankind Pharma aims to engage consumers in settings that reflect Bengal’s cultural warmth and community spirit. Through ‘Mon Matano Ganer Sanda’, the company seeks to deepen regional connections and reinforce a brand presence that feels rooted, relevant and locally resonant.