LupinLife Consumer Healthcare has launched a new campaign for Softovac featuring Varun Dhawan, as the brand aims to build stronger relevance among younger consumers and modern Indian families. The campaign has been conceptualised by Contract Advertising, a part of VML, and is being rolled out through a digital first strategy across YouTube and Instagram.
The campaign is built around the insight that constipation can affect a person’s mood, plans and daily routine. In the film, Varun Dhawan is shown confronting an invisible ‘Kabz Ka Kabza’ monster, using humour and conversational storytelling to address the issue. The communication moves away from the category’s traditionally clinical tone and instead focuses on a lighter and more relatable approach targeted at younger audiences.
Anil Kaushal, CEO, LupinLife Consumer Healthcare, said “Softovac occupies a distinctive place in Indian households as a brand built on consumer trust, the efficacy of Ayurveda and scientific rigor. This campaign brings renewed relevance and cultural resonance to digestive wellness. Varun Dhawan brings the dynamism and authenticity to help us deepen Softovac’s connection with today’s consumers”
Babita Baruah, CEO, VML India, said, “For us, the opportunity was to reimagine how wellness brands behave in culture. We wanted Softovac to feel less instructional and more relatable. Humour became a powerful tool to make this human conversation more approachable while ensuring the brand remains memorable.”
