Haleon’s antacid brand ENO has unveiled a new campaign, ‘Acidity ke kayi naam, ENO sab par kare kaam’, marking a significant shift in its communication strategy. Moving beyond positioning itself solely as an acidity remedy, the campaign highlights a wider spectrum of symptoms—including gas, bloating, heaviness, indigestion and sour burps—that consumers often mistake for separate digestive issues.
The initiative is being rolled out through three regional films in Hindi, Telugu and Marathi, reflecting a localisation strategy aimed at improving symptom awareness across diverse markets.
Building on Existing Consumer Behaviour
According to Deepali Agarwal, Head – Wellness & OTC, Haleon ISC, consumer insights revealed that people were already using ENO to address multiple digestive discomforts beyond conventional acidity. She noted that this represents the brand’s first major communication platform shift in nearly a decade, designed to expand ENO’s addressable market and drive medium- to long-term growth. The campaign uses relatable family moments where younger members recognise acidity-linked symptoms and recommend ENO, challenging the common tendency to dismiss digestive discomfort as unrelated ailments.
The Last Word
The campaign reflects a broader FMCG trend of expanding category relevance through consumer education rather than product innovation. By redefining how consumers interpret everyday digestive symptoms, ENO is positioning itself to capture incremental occasions of use, demonstrating how insight-led marketing can unlock growth without changing the core product proposition.