LupinLife Consumer Healthcare has launched a new campaign for Softovac featuring actor Varun Dhawan, as the brand looks to strengthen its connect with younger consumers and modern Indian families. Conceptualised by Contract Advertising, the campaign has been designed as a digital-first initiative aimed at bringing a fresh approach to the digestive wellness category in India. The campaign is currently live across YouTube and Instagram.
Titled ‘Kabz Ka Kabza’, the campaign is built around the insight that constipation can disrupt daily plans, mood and momentum. The film shows Varun Dhawan taking on an invisible ‘monster’, using humour and relatability to address a category that has traditionally relied on clinical communication.
Commenting on the campaign, 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 added, “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 will also be rolled out across television channels in the coming weeks.
