LupinLife Consumer Healthcare has unveiled a new campaign for Softovac featuring actor Varun Dhawan, as the brand looks to connect with younger consumers and modern Indian families through a fresh and relatable approach to digestive wellness.
Video: https://www.youtube.com/watch?v=ZSJGwT_vA0A
Conceptualised by Contract Advertising, a VML company, the campaign titled Kabz Ka Kabza has been launched as a digital-first initiative and is currently live across YouTube and Instagram, with a television rollout planned in the coming phase.
The campaign uses humour and entertainment to address the often-sensitive topic of constipation. In the film, Varun Dhawan battles an invisible “monster” symbolising constipation, highlighting how digestive discomfort can disrupt everyday life, routines, and plans. By using a light-hearted narrative, the brand aims to make conversations around digestive health more approachable and engaging for consumers.
Anil Kaushal, CEO of LupinLife Consumer Healthcare, said Softovac has long been trusted by Indian households for its Ayurvedic heritage and effectiveness. He added that the latest campaign brings renewed cultural relevance to the category while strengthening the brand’s connection with today’s consumers.
Babita Baruah, CEO, VML India, shared that the objective was to move away from traditional wellness communication and create something more relatable and culturally engaging. She noted that humour played a key role in making the conversation around digestive wellness easier and more memorable.
With Kabz Ka Kabza, Softovac aims to build stronger recall among younger audiences while reinforcing awareness around digestive health in an entertaining format.
