Opella has launched New Dulcoflex Liquid with its #1SmartSolution campaign featuring actor Pankaj Tripathi, highlighting relief from constipation and three associated problems — bloating, straining and hard stools.
Conceptualised by McCann India, part of Omnicom Advertising India, in collaboration with Opella, the campaign uses humour and a workplace setting to encourage open conversations about constipation without trivialising the discomfort associated with it.
The campaign film features Tripathi as a friendly boss, using his characteristic warmth and understated humour to communicate the product’s proposition of one solution for multiple constipation-related concerns.
New Dulcoflex Liquid features a twin-power formula and is available in a 150 ml pack priced at Rs 150. The company said the product aims to simplify self-care by offering an accessible option for consumers experiencing constipation-related discomfort.
Nupur Gurbaxani, head of brand and innovation at Opella India, said constipation affects 276 million Indians daily, adding that many affected individuals do not seek medical help or rely on ineffective home remedies. She said the campaign seeks to address the issue through empathy and relatability.
Himanshu Bakshi, managing director of Sanofi Consumer Healthcare India Ltd, said the launch reflects Opella’s focus on making self-care simpler and helping consumers manage everyday health needs.
Saksham Kohli, executive vice-president of McCann India, said the campaign balances humour with sensitivity while presenting Dulcoflex Liquid as one solution for multiple symptoms.