Dulcoflex®, a well-known laxative brand in India, has announced a new campaign titled ‘kNOw Constipation’ to promote open conversations about constipation, a condition affecting one in five Indians.
The initiative seeks to normalise dialogue around constipation, particularly among women, by using humour and relatable storytelling. Although constipation can affect both men and women, women are more likely to experience it due to biological, physiological and hormonal factors, and are often less inclined to discuss it.
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As part of the campaign, Dulcoflex® has collaborated with stand-up comedians Aanchal Aggarwal, Srishti Dixit and Soumya Venugopal, with Gurleen Pannu, Jamie Lever and Shreya Roy set to join later. Their performances will use light humour to raise awareness and reduce stigma without trivialising the condition.
Talking about the campaign, Nupur Gurbaxani, Head of Brand & Innovation, Opella CHC India said, “Campaigns around constipation usually centers around men and often ends up ridiculing the sufferer, hence trivializing a very real health issue. In line with our mission to make healthcare as simple and accessible it should be, our ‘kNow constipation’ campaign aims to break the barrier, and we want women to lead the conversations & be the change agent that normalizes constipation in society. Because only when we understand constipation will be know how to prevent it and address it right.”
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The campaign will extend beyond digital platforms to include community outreach, on-ground activities and radio initiatives across India. Dulcoflex® aims to reach both urban and rural audiences to increase awareness and encourage early treatment.
According to Nielsen U&A 2024 (Functional + Perpetual), constipation affects around 276 million Indians daily. Despite this, one-third of those affected do not seek help, and nearly half rely on home remedies that may not provide adequate relief.
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Through ‘kNOw Constipation’, Dulcoflex® seeks to shift perceptions, promote understanding, and highlight the importance of timely and evidence-based management of constipation.
