Bayer’s Consumer Health Division has launched a new digital campaign for Alka-Seltzer featuring playback singer Alka Yagnik. Titled ‘Alka Meets Alka’, the idea is built around the shared name of the singer and the antacid brand. The film contrasts Yagnik’s association with matters of the heart with Alka-Seltzer’s role in tackling heartburn and acidity.
The campaign follows a slice-of-life narrative and is designed for digital and social media platforms. Bayer positions Alka-Seltzer as an antacid with probiotics. Short-form storytelling rooted in everyday experiences aims to help the brand build familiarity and recall from the start.
Sandeep Verma, head of South Asia, Bayer’s Consumer Health Division, said a new brand’s biggest task is entering the consumer consideration set quickly, and a cultural connection people instantly recognise offered a way to do so. Ritu Mittal, head of Marketing and Digital, South Asia Cluster, added that antacid communication has long relied on familiar category storylines, so the team chose a more distinctive creative device.
Yagnik said the most meaningful messages are the ones people can see themselves in, adding that she has personally known and trusted the brand. The campaign is now live across digital and social media platforms.
