Aug 14: ENO, India's antacid brand from Haleon, has launched its latest campaign, "Acidity ke kayi naam, ENO sab par kare kaam," to help consumers better understand the range of symptoms associated with acidity. Gas, bloating, heaviness, indigestion and sour burps are often perceived as separate ailments rather than linked manifestations of acidity, leading consumers to turn to different products for relief. Through relatable narratives in Hindi, Telugu and Marathi, the campaign aims to educate the consumers around various signs of acidity.
ENO has long been trusted as a solution for acidity. Building on to this trust, the campaign's core message evolves from addressing acidity alone to addressing the allied symptoms of acidity. Brought to life through three regional films in different languages, the campaign captures how India describes the same discomfort in its own way, reflecting these everyday behaviours rather than asking consumers to adopt a new vocabulary.
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."
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."
ENO's communication strategy marks an evolution, from solving acidity to solving its many manifestations. This shift is amplified through an integrated 360-degree campaign, led by the three regional television films and supported by digital, influencer-led content and outdoor nationally, extending the message to high-visibility consumer touchpoints.
