ENO gives acidity a new vocabulary with its latest campaign

ENO, Haleon’s antacid brand, has launched a new campaign, ‘Acidity ke kayi naam, ENO sab par kare kaam’, highlighting the different symptoms associated with acidity. The campaign focuses on symptoms such as gas, bloating, heaviness, indigestion and sour burps, which consumers may often perceive as separate ailments. Through three regional films in Hindi, Telugu and Marathi, ENO aims to help consumers identify these symptoms as manifestations of acidity. Deepali Agarwal, head – Wellness & OTC, Haleon ISC, said: "For decades, ENO has been synonymous with acidity relief. What we've recognised is that consumers have already been using ENO for a much wider set of symptoms, and we are now building our brand communication around that existing behaviour. This is the first major shift in ENO's communication platform in nearly a decade, and it reflects our strategy to expand the brand's addressable market and unlock medium to long-term growth by making ENO relevant to every acidity-related discomfort, not just acidity itself." The campaign uses everyday family interactions to bring the insight to life, with younger family members offering ENO to elders who initially dismiss their discomfort as something other than acidity. The films use familiar terms such as gas, badhazmi and bharipan to reinforce the brand’s wider relevance. Sujoy Roy, chief creative officer, North, Ogilvy India, said: "Nok-jhok is the real national language for us Indians. Every family has its own playful debates, where everyone is convinced, they're right. With this campaign, we wanted to bring a fresh twist to these familiar dynamics by reversing the traditional roles—showing younger family members confidently offering ENO to their elders. The sceptic initially insists, 'Yeh acidity nahi hai,' but once they try ENO and experience relief, the debate settles itself. These light-hearted, relatable moments not only make the stories memorable but also reinforce ENO's effectiveness across everyday digestive discomforts like gas, badhazmi and bharipan, helping deepen the brand's relevance." The campaign marks a shift in ENO’s communication from addressing acidity to highlighting its many manifestations. The 360-degree campaign includes television films, digital and influencer-led content, and outdoor media.