ENO Stops Selling Acidity Relief And Starts Selling The Symptoms
ENO has launched a campaign built on a reframe rather than a product claim. The Haleon antacid brand's new platform, 'Acidity ke kayi naam, ENO sab par kare kaam', argues that gas, bloating, heaviness, indigestion and sour burps are not separate ailments but manifestations of the same one.
- Agency: Ogilvy
- Format: three regional films in Hindi, Telugu and Marathi
- Reframe: symptoms consumers treat as distinct problems presented as signs of acidity
- Significance: the first major shift in ENO's communication platform in nearly a decade
Following Behaviour Instead Of Leading It
Deepali Agarwal, head of Wellness and OTC at Haleon ISC, was unusually direct about the commercial reasoning. For decades, she said, ENO has been synonymous with acidity relief, and what the company recognised is that consumers have already been using ENO for a much wider set of symptoms. The brand is now building its communication around that existing behaviour.
She described it as the first major shift in ENO's communication platform in nearly a decade, reflecting a strategy to expand the brand's addressable market and unlock medium to long-term growth by making ENO relevant to every acidity-related discomfort rather than acidity alone.
That is a category expansion play disguised as a symptom education campaign, and it is a smart one. The brand is not asking consumers to do something new. It is giving a name to something they already do.
The Argument As The Format
The films use family interactions to carry the idea, with younger family members offering ENO to elders who dismiss their discomfort as something other than acidity. The scripts use the familiar terms people actually reach for, gas, badhazmi and bharipan, rather than clinical language.
Sujoy Roy, chief creative officer for North at Ogilvy India, said nok-jhok is the real national language for Indians, with every family having its own playful debates where everyone is convinced they are right. The campaign, he said, reverses the traditional roles by showing younger family members confidently offering ENO to their elders. The sceptic insists it is not acidity, then tries it, and the debate settles itself.
The 360-degree campaign spans television films, digital and influencer-led content, and outdoor media.
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