ENO, Haleon’s antacid brand, has launched its latest campaign, ‘Acidity ke kayi naam, ENO sab par kare kaam’, expanding its communication beyond acidity to highlight a wider range of related digestive discomforts.
Conceptualised by Ogilvy India, the campaign focuses on symptoms including gas, bloating, heaviness, indigestion and sour burps, which consumers may often associate with separate conditions. Through three regional films in Hindi, Telugu and Marathi, ENO aims to connect these everyday symptoms with acidity.
Deepali Agarwal, Head – Wellness & OTC, Haleon ISC, said, “For decades, ENO has been synonymous with acidity relief. What we’ve recognised is that consumers have already been using ENO for a much wider set of symptoms, and we are now building our brand communication around that existing behaviour.”
The campaign uses familiar family interactions to communicate the idea, with younger family members suggesting ENO when elders dismiss their discomfort as gas, badhazmi or bharipan rather than acidity. The films use light-hearted exchanges to demonstrate the brand’s positioning across multiple acidity-related discomforts.
Sujoy Roy, Chief Creative Officer, North, Ogilvy India, said, “Nok-jhok is the real national language for us Indians. Every family has its own playful debates, where everyone is convinced they’re right. With this campaign, we wanted to bring a fresh twist to these familiar dynamics by reversing the traditional roles: showing younger family members confidently offering ENO to their elders.”
The campaign represents a shift in ENO’s communication strategy, moving from a singular focus on acidity relief towards a broader set of everyday digestive discomforts.
The 360-degree campaign will run across television, digital platforms, influencer-led content and outdoor media.
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