ENO, Haleon’s antacid brand, has launched a new campaign, ‘Acidity ke kayi naam, ENO sab par kare kaam,’ aimed at reframing everyday symptoms like gas, bloating, heaviness, indigestion and sour burps as manifestations of acidity rather than separate complaints.
Rolled out through three regional films in Hindi, Telugu and Marathi, the campaign nudges consumers to recognise these familiar discomforts – often dismissed individually – as forms of the same underlying issue ENO already treats.
Deepali Agarwal, Head – Wellness & OTC, Haleon ISC, said consumers have long used ENO for a wider range of symptoms than acidity alone, and the brand is now building its communication around that existing behaviour. She called it ENO’s first major platform shift in nearly a decade, designed to expand its addressable market and unlock medium- to long-term growth by making the brand relevant to every acidity-related discomfort.
The films lean on everyday family banter, flipping the usual dynamic: younger family members offer ENO to elders who brush off their discomfort as “not acidity,” only to be won over after trying it.
Sujoy Roy, Chief Creative Officer, North, Ogilvy India, described the nok-jhok (playful bickering) format as distinctly Indian, with the reversed generational roles adding a fresh, relatable twist that reinforces ENO’s relevance across gas, badhazmi and bharipan.
The 360-degree campaign spans television, digital, influencer content and outdoor media, marking ENO’s shift from treating acidity to owning its many everyday manifestations.
