Mumbai: ENO, the antacid brand from Haleon, has launched its latest campaign, “Acidity ke kayi naam, ENO sab par kare kaam,” aimed at helping consumers recognise the range of symptoms associated with acidity, including gas, bloating, heaviness, indigestion and sour burps.
The campaign seeks to address the consumer tendency to view these symptoms as separate ailments and turn to different products for relief. Through relatable narratives in Hindi, Telugu and Marathi, ENO aims to highlight that these everyday discomforts can be linked to acidity.
Building on the brand’s established positioning around acidity relief, the campaign expands its communication to cover a wider set of acidity-related symptoms. The initiative has been brought to life through three regional films, each reflecting how consumers describe and experience digestive discomfort in everyday situations.
Speaking on the campaign, 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. This is the first major shift in ENO’s communication platform in nearly a decade, and it reflects our strategy to expand the brand’s addressable market and unlock medium to long-term growth by making ENO relevant to every acidity-related discomfort, not just acidity itself.”
The creative approach is built around familiar family dynamics and conversations around everyday digestive discomfort. The campaign uses humour and regional storytelling to reinforce the idea that symptoms such as gas, badhazmi and bharipan can be associated with acidity.
Sharing the creative insight behind the campaign, 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 sceptic initially insists, ‘Yeh acidity nahi hai,’ but once they try ENO and experience relief, the debate settles itself. These light-hearted, relatable moments not only make the stories memorable but also reinforce ENO’s effectiveness across everyday digestive discomforts like gas, badhazmi and bharipan, helping deepen the brand’s relevance.”
The campaign marks an evolution in ENO’s communication strategy, shifting from addressing acidity as a single condition to highlighting its various manifestations. The 360-degree campaign will be led by the three regional television films and supported by digital, influencer-led content and outdoor advertising across the country.
