Opella’s Dulcoflex Liquid has launched its new #1SmartSolution campaign featuring actor Pankaj Tripathi. Conceptualised by McCann India along with the Opella team, the campaign addresses three concerns linked to constipation: bloating, straining and hard stools. Set in a workplace, the film uses humour to present the brand’s “One Smart Solution” proposition, with Tripathi playing a friendly boss interacting with his reportee.

The product comes in a 150ml pack priced at Rs 150, and the campaign also highlights its fennel flavour and twin-power formula.

Nupur Gurbaxani, head of brand and innovation at Opella India, said constipation affects 276 million Indians daily, yet one third never seek help and almost half rely on ineffective home remedies. She noted that popular culture and advertising have often turned the issue into a joke, and that the brand wants to make it a more open conversation, using empathy and relatability without trivialising the struggle. Himanshu Bakshi, managing director of Sanofi Consumer Healthcare India, added that Opella believes self-care should be radically simple.

Saksham Kohli, executive vice president at McCann India, said the creative challenge was to make the topic lighter and more relatable without downplaying it. The story is built on the warm camaraderie between Tripathi and his reportee, where his familiarity brings warmth and the situation brings humour. The core idea is simple: when constipation brings more than one problem, Dulcoflex Liquid offers one smart solution.