ENO expands acidity pitch with campaign on gas, bloating and indigestion

NATIONAL: Acidity is getting a name change, or several of them. ENO has launched a new campaign, “Acidity ke kayi naam, ENO sab par kare kaam”, positioning the antacid as a solution not just for acidity but also for related discomforts such as gas, bloating, heaviness, indigestion and sour burps.

The campaign from Haleon aims to address a common consumer habit: treating different digestive symptoms as separate ailments and reaching for different products for relief.

Instead, ENO’s latest communication seeks to connect these symptoms with acidity, using everyday situations and regional language to make the message more familiar to consumers.

The campaign features three regional films in Hindi, Telugu and Marathi. Each film uses local expressions and family dynamics to show how people describe similar digestive discomforts differently across India.

The approach marks a significant change in ENO’s communication strategy. While the brand has traditionally focused on acidity relief, the new campaign broadens the conversation to the different ways acidity-related discomfort can show up.

Deepali Agarwal, head, wellness and OTC, Haleon ISC, said the brand had recognised that consumers were already using ENO for a wider range of symptoms.

“For decades, ENO has been synonymous with acidity relief,” Agarwal said. She added that the new communication platform, the brand’s first major shift in nearly a decade, is intended to make ENO relevant to a broader set of acidity-related discomforts and support medium- to long-term growth.

The creative route is built around familiar family banter. Sujoy Roy, chief creative officer, North, Ogilvy India, said the campaign draws on the playful arguments that are common in Indian households.

The films reverse the usual family dynamic by showing younger members confidently offering ENO to elders. When the sceptic insists, “Yeh acidity nahi hai”, the debate is settled after ENO provides relief.

The films use terms such as gas, badhazmi and bharipan to connect the brand with everyday descriptions of digestive discomfort. The strategy allows ENO to communicate the wider use case without asking consumers to learn a new vocabulary for symptoms they already recognise.

The campaign is being rolled out as an integrated 360-degree marketing push, led by the three television films and supported by digital and influencer-led content, as well as outdoor advertising across the country.

For Haleon, the move is also part of a broader focus on everyday health. Its India portfolio spans oral health, digestive health, pain relief, respiratory products and vitamins, minerals and supplements, with brands including Sensodyne, Otrivin, Centrum, Iodex, Crocin, Parodontax and Ostocalcium.

With its latest campaign, ENO is effectively widening the question from “Is it acidity?” to a more consumer-friendly one: whatever name the discomfort goes by, could the same solution work?