With nearly one in five Indians suffering from constipation, Dulcoflex, a leading digestive wellness brand, has launched its new campaign, “kNOw Constipation,” aimed at normalising conversations around one of the country’s most common yet under-discussed health issues.

The campaign takes a light-hearted and relatable approach, using humour to destigmatize constipation without ridiculing sufferers-especially women, who are often more reluctant to discuss the problem despite being biologically more prone to it. Dulcoflex hopes to replace embarrassment with awareness and drive conversations about timely, science-backed treatments.

To amplify its message, the brand has collaborated with popular stand-up comedians Aanchal Aggarwal, Srishti Dixit, and Soumya Venugopal, with upcoming appearances from Gurleen Pannu, Jamie Lever, and Shreya Roy. Through comedy, Dulcoflex seeks to break social taboos and make constipation a topic of open discussion rather than discomfort.

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Nupur Gurbaxani, Head of Brand & Innovation, Opella CHC India, said, “Constipation campaigns often trivialize the issue or focus on men. With ‘kNOw Constipation,’ we want women to lead the change-to speak openly, seek help, and normalize the conversation. Only when we understand constipation can we address it right.”

Extending beyond digital platforms, the initiative includes on-ground activations, radio tie-ups, and community outreach across India. With 276 million Indians affected daily, Dulcoflex’s campaign marks a crucial step toward awareness, empathy, and accessible healthcare for a long-ignored condition.