Opella has unveiled a new #1SmartSolution campaign for Dulcoflex Liquid, featuring actor Pankaj Tripathi. Conceptualised by McCann India, part of Omnicom Advertising India, in collaboration with the Opella team, the campaign uses humour and a workplace setting to highlight Dulcoflex Liquid’s proposition of offering one smart solution for constipation and three associated problems: bloating, straining and hard stools.
The campaign is led by a new advertising film featuring Pankaj Tripathi, who plays a friendly boss and uses his familiar warmth and understated humour to introduce the new Dulcoflex Liquid. The film aims to make conversations around constipation more relatable while bringing the brand’s #1SmartSolution proposition to life.
According to Opella, constipation can involve more than difficulty passing stools, with related discomforts making relief choices more complicated for consumers. Dulcoflex Liquid’s twin-power formula is positioned as an effective solution, while its fennel flavour and price of INR 150 for a 150 ml pack are intended to make the product accessible to more consumers.
Nupur Gurbaxani, Head of Brand & Innovation, Opella (India), 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. As a leading brand in this category, we see our role as going beyond offering an effective solution. We also have a responsibility to make constipation a more open conversation. With Dulcoflex Liquid’s new campaign, we’ve used empathy and relatability to acknowledge the real consumer struggle without trivialising it.”
Himanshu Bakshi, Managing Director, Sanofi Consumer Healthcare India Limited, said, “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.”
Saksham Kohli, Executive Vice President, 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. Pankaj brings warmth and familiarity, while the situation brings in humour. At its core is a very simple idea: when constipation can bring more than one problem, Dulcoflex Liquid offers One Smart Solution.”
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