Jaipur,: Cipcal has unveiled a new campaign for Cipcal 500, bringing back the iconic television character Hansa, portrayed by veteran actor Supriya Pathak, to drive awareness around everyday tiredness and the importance of calcium supplementation among women above 30 years of age.
Reimagining Hansa’s popular line, “Main toh thak gayi bhaisaab,” the campaign shifts the narrative from comic relief to a health cue. It highlights how many women tend to normalise persistent fatigue without recognising that it may signal calcium insufficiency. In the film, Hansa appears as a recurring reminder that chronic tiredness could have an underlying nutritional cause.
The communication focuses on women over 30, a stage when bone density gradually begins to decline. Alongside a balanced and nutritious diet, calcium and vitamin D supplementation can support bone and muscle health and help address routine fatigue. Cipcal 500 contains calcium along with vitamin D to aid absorption, positioning the product as an early wellness partner before deficiencies develop into chronic issues.
A Cipcal spokesperson said, “In health communication, fear-based messaging can often limit engagement. Our objective was to make the conversation around calcium supplementation more relevant and relatable, particularly for women above 30 who may experience persistent tiredness without recognising its potential link to low calcium levels. The use of the character Hansa to communicate our message was driven by strong consumer insights, not nostalgia alone. Through this campaign, we aim is to build greater awareness and ensure Cipcal 500 is a trusted and top-of-mind choice when consumers consider calcium & vitamin D supplementation.”
The campaign has been conceptualised by Talented and is being rolled out across print and digital platforms. Cipcal 500 is available at chemists nationwide and on leading e-pharmacy platforms including Tata 1mg, PharmEasy and Apollo 247, as well as major e-commerce marketplaces.
