Dulcoflex Liquid, from Opella, has launched its latest advertising campaign featuring actor Pankaj Tripathi, using workplace humour to address the discomforts associated with constipation. Conceptualised by McCann India in collaboration with the Opella team, the #1SmartSolution campaign focuses on three concerns: bloating, straining and hard stools.
Set in an office, the campaign film features Tripathi as a friendly boss interacting with his reportee. Their camaraderie provides the narrative with a relatable setting, allowing the brand to introduce its ‘One Smart Solution’ proposition without making the health concern the subject of ridicule.
The product is available in a 150ml pack priced at Rs 150. Its communication also highlights a fennel flavour and twin-power formula.
Nupur Gurbaxani, head of brand and innovation at Opella India, said: “Constipation impacts 276 million Indians daily. However, one third of those affected never seek help, and almost half rely on ineffective home remedies. For years, popular culture and advertising have turned constipation into a joke, downplaying the real struggles of those suffering from it.
As a leading brand in this category, we see our role as going beyond offering an effective solution. We also have a responsibility to make constipation a more open conversation. With Dulcoflex Liquid’s new campaign, we’ve used empathy and relatability to acknowledge the real consumer struggle without trivialising it.”
Himanshu Bakshi, managing director of Sanofi Consumer Healthcare India, said: “At Opella, we believe self-care should be radically simple. That’s why we’re excited to introduce Dulcoflex Liquid, an easy and effective solution that helps consumers take control of an everyday health need.”
Saksham Kohli, executive vice president at McCann India, said: “Our creative challenge was to make the conversation around constipation lighter and more relatable without trivializing the problem. We built the story around the endearing camaraderie between Pankaj Tripathi, playing a friendly boss, and his reportee.
Pankaj brings warmth and familiarity, while the situation brings in humour. At its core is a very simple idea: when constipation can bring more than one problem, Dulcoflex Liquid offers One Smart Solution.”
The campaign highlights a broader challenge for healthcare advertising: making sensitive health topics approachable without minimising the experiences of those affected. By placing the conversation in a familiar workplace environment, Dulcoflex Liquid uses everyday interactions to support its message, while the emphasis on empathy gives the campaign a purpose beyond product promotion.
