Mumbai: LupinLife Consumer Healthcare has unveiled a new campaign for its digestive wellness brand Softovac, featuring Varun Dhawan, as the company looks to strengthen the brand’s connect with younger consumers and modern Indian families. Conceptualised by Contract Advertising, the campaign titled ‘Kabz Ka Kabza’ has been rolled out across digital platforms including YouTube and Instagram.
The latest campaign seeks to bring a fresh and relatable approach to the digestive wellness category by using humour to address the often-stigmatised issue of constipation. In the film, Varun Dhawan takes on the metaphorical “monster” of constipation, portraying how being under “Kabz Ka Kabza” can disrupt daily plans, mood and momentum.
With the campaign, Softovac aims to move away from the traditionally clinical tone associated with digestive health advertising and instead adopt a more culturally resonant and conversational narrative. The company said the digital-first strategy is intended to improve engagement with younger audiences while reinforcing the brand’s longstanding presence in Indian households.
Anil Kaushal, CEO, LupinLife Consumer Healthcare, said “Softovac occupies a distinctive place in Indian households as a brand built on consumer trust, the efficacy of Ayurveda and scientific rigor. This campaign brings renewed relevance and cultural resonance to digestive wellness. Varun Dhawan brings the dynamism and authenticity to help us deepen Softovac’s connection with today’s consumers”
Babita Baruah, CEO, VML India, said, “For us, the opportunity was to reimagine how wellness brands behave in culture. We wanted Softovac to feel less instructional and more relatable. Humour became a powerful tool to make this human conversation more approachable while ensuring the brand remains memorable.”
The campaign is currently live across YouTube and Instagram, and is also expected to be extended to television channels in the coming weeks.
Credits:
* Client – LupinLife Consumer Healthcare, Anil Kaushal, Supratik Sengupta, Gopal Sharma
* Brand – Softovac
* Agency – Contract Advertising (a VML Company)
* Agency Leadership – Babita Baruah, CEO
* Creative Leadership – Kalpesh Patankar (CCO)
* Creative Team – Rahul Ghosh (NCD), Sagar Chhabria (Group CD), Priyanka Mhatre (Creative Director), Shirish Madghe (Senior CD, Art)
* Account Management – Ayan Chakraborty (Managing Partner), Ankita Parab (AVP), Sonali Gupta (Account Manager)
* Account Planning – Rahul Megharaj (SVP), Vishal Ostwal (Planning Director)
* Director – Bhavesh Kapadia
* Producer – Gaurrav Dhar, Cutawayy films
