Dulcoflex Liquid Signs Pankaj Tripathi To Talk About Constipation
Dulcoflex Liquid has launched its '#1SmartSolution' campaign with actor Pankaj Tripathi, using workplace humour to talk about constipation. The campaign was created by McCann India with the team at Opella, the consumer healthcare company behind Dulcoflex. The 30-second Hindi film went up on the brand's YouTube channel on 27 October.
- Brand: Dulcoflex Liquid, from Opella
- Campaign: '#1SmartSolution'
- Talent: Pankaj Tripathi
- Agency: McCann India, with Opella
The Dulcoflex Liquid Film
Set in an office, the film casts Tripathi as a friendly boss chatting with a member of his team. It focuses on three problems people link with constipation, bloating, straining and hard stools, and pitches Dulcoflex Liquid as 'One Smart Solution' for all three. The campaign also highlights the product's fennel flavour and twin-power formula. A 150ml pack is priced at Rs 150.
What Opella Said
"Constipation impacts 276 million Indians daily. However, one third of those affected never seek help, and almost half rely on ineffective home remedies. For years, popular culture and advertising have turned constipation into a joke, downplaying the real struggles of those suffering from it," said Nupur Gurbaxani, head of brand and innovation, Opella India. "With Dulcoflex Liquid's new campaign, we've used empathy and relatability to acknowledge the real consumer struggle without trivialising it."
"At Opella, we believe self-care should be radically simple. That's why we're excited to introduce Dulcoflex Liquid, an easy and effective solution that helps consumers take control of an everyday health need," said Himanshu Bakshi, managing director, Sanofi Consumer Healthcare India.
What McCann India Said
"Our creative challenge was to make the conversation around constipation lighter and more relatable without trivializing the problem. We built the story around the endearing camaraderie between Pankaj Tripathi, playing a friendly boss, and his reportee," said Saksham Kohli, executive vice president, McCann India. "At its core is a very simple idea: when constipation can bring more than one problem, Dulcoflex Liquid offers One Smart Solution."
The film is on the Dulcoflex India YouTube channel.
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