Cipcal has rolled out a new awareness-driven campaign for Cipcal 500, bringing back the much-loved television character Hansa to address an often-overlooked health concern among women above 30-calcium deficiency.
Played by Supriya Pathak, Hansa is best remembered for her iconic line, “Main toh thak gayi bhaisaab.” In Cipcal’s latest campaign, the familiar phrase is reimagined with a fresh lens. What was once a humorous expression of everyday exhaustion is reframed as a potential health signal, subtly pointing towards calcium insufficiency rather than just fatigue.
The campaign targets women in their 30s and beyond, a life stage when bone density may begin to decline gradually. By highlighting the importance of calcium and vitamin D supplementation alongside a balanced diet, Cipcal aims to make bone and muscle health a more relatable and approachable conversation. Instead of relying on fear-based health messaging, the brand leans into storytelling and cultural familiarity to drive awareness.
A Cipcal spokesperson shared that the use of Hansa was rooted in strong consumer insights rather than nostalgia alone. The intent was to build relevance, spark recognition, and position Cipcal 500 as a trusted, top-of-mind solution for calcium and vitamin D needs.
Conceptualised by Talented, the campaign is being rolled out across print and digital platforms. Cipcal 500 is available at chemists as well as on leading e-pharmacy and e-commerce platforms, reinforcing accessibility alongside awareness.
By blending pop culture with preventive healthcare, Cipcal demonstrates how humour can be a powerful gateway to meaningful health conversations.
