A workplace conversation might seem like an unlikely way to talk about constipation, but that is exactly where Dulcoflex Liquid finds its latest campaign idea. Featuring Pankaj Tripathi, Opella’s new #1SmartSolution campaign uses the familiar dynamic between a boss and his reportee to bring a common health concern into everyday conversation, balancing humour with a message that takes the issue seriously.
Conceptualised by McCann India alongside the Opella team, the campaign focuses on three concerns associated with constipation: bloating, straining and hard stools. Instead of relying on exaggerated reactions or making the condition a joke, the film builds on the easy camaraderie between its characters to introduce Dulcoflex Liquid’s ‘One Smart Solution’ proposition.
Tripathi plays a friendly boss, bringing his recognisable warmth to a setting that audiences can easily relate to. The familiar office dynamic gives the film a natural way to approach a subject that people may otherwise hesitate to discuss, keeping the storytelling light without losing sight of the discomfort constipation can cause.
The product itself is available in a 150ml pack priced at Rs 150. Its communication also highlights a fennel flavour and twin-power formula, giving consumers a closer look at the offering behind the campaign.
For Opella, the idea goes beyond making an advertisement entertaining. Nupur Gurbaxani, head of brand and innovation at Opella India, said: “Constipation impacts 276 million Indians daily. However, one third of those affected never seek help, and almost half rely on ineffective home remedies. For years, popular culture and advertising have turned constipation into a joke, downplaying the real struggles of those suffering from it.
As a leading brand in this category, we see our role as going beyond offering an effective solution. We also have a responsibility to make constipation a more open conversation. With Dulcoflex Liquid’s new campaign, we’ve used empathy and relatability to acknowledge the real consumer struggle without trivialising it.”
That focus on making everyday healthcare easier to approach also reflects Opella’s broader emphasis on self-care. Himanshu Bakshi, managing director of Sanofi Consumer Healthcare India, said: “At Opella, we believe self-care should be radically simple. That’s why we’re excited to introduce Dulcoflex Liquid, an easy and effective solution that helps consumers take control of an everyday health need.”
For McCann India, the creative challenge was to find humour without making light of the condition. Saksham Kohli, executive vice president at McCann India, said: “Our creative challenge was to make the conversation around constipation lighter and more relatable without trivializing the problem. We built the story around the endearing camaraderie between Pankaj Tripathi, playing a friendly boss, and his reportee.
Pankaj brings warmth and familiarity, while the situation brings in humour. At its core is a very simple idea: when constipation can bring more than one problem, Dulcoflex Liquid offers One Smart Solution.”
The campaign highlights an important balancing act for healthcare advertising: making sensitive subjects easier to talk about without reducing them to punchlines. By using workplace humour and a familiar face, Dulcoflex Liquid creates an accessible entry point into a conversation many consumers may avoid. The real test, however, is whether that relatability helps the message stay with audiences beyond the film itself. For brands in the consumer healthcare space, the opportunity lies in making communication memorable while ensuring that awareness, empathy and the product proposition remain equally clear.
