ENO Finally Picks Vicky Kaushal After Five Decades of Deliberation

India’s beloved antacid brand ENO has waited fifty years to find the perfect face for its effervescent relief—and this month, it finally unveils Bollywood star Vicky Kaushal as its inaugural brand ambassador. The choice celebrates ENO’s heritage while injecting fresh charisma: Kaushal’s approachable charm and comic timing bring the brand’s “instant calm” promise to life in unexpected ways.

The campaign kicks off with a series of playful vignettes that tap into the everyday drama of digestion. We meet our hero at a lavish wedding feast, navigating mountains of biryani and spicy chaats. As the heat builds in his stomach, the scene freezes in comic slo‑mo: steam rising from his forehead, cartoonish fire in his eyes. With one swift move, Kaushal summons an ENO sachet—drops it into a glass of water, watches the fizz, and downs the solution in a single gulp. Cut to relief: the color palette shifts from fiery reds to soothing blues, and our star flashes a trademark grin. It’s relief rendered with cinematic flair.

Beyond the hero spot, ENO’s digital extensions lean into Kaushal’s natural playfulness. Instagram Reels feature him goofing off on set, improvising dialogues about “tampering with tummy tantrums” and challenging followers to a #ENOInstantRelief dance. This energetic two‑step mimics shaking an ENO sachet. Twitter polls ask the audience to choose Kaushal’s next digestive disaster scenario: midnight pizza or weekend dhaba? The winning scenario gets dramatized in a follow‑up microfilm, creating a loop of engagement and anticipation.

To ground the campaign in community spirit, ENO launches “Digestion Diaries” on WhatsApp. Subscribers receive daily tips from Kaushal—everything from mindful chewing techniques to recipe tweaks that temper spice levels—followed by a gentle prompt to “carry your ENO companion.” This direct line to consumers fosters both practical value and a sense of personal connection, reinforcing that ENO isn’t just a product, it’s a reliable friend in times of gastrointestinal distress.

Retail activations bring the fun into pharmacies and supermarkets. ENO sachet displays feature life‑size cutouts of Kaushal mid‑fizz, with motion‑sensor speakers that play his calming one‑liners as shoppers approach: “Feeling the burn? Let’s cool it down!” Limited‑edition sachet boxes bear Kaushal’s silhouette and signature, making them collectible conversation pieces. E‑commerce partners host “Flash Relief” deals—buy two packs, get a selfie‑stick branded with Kaushal’s catchphrase, “Fizz Your Way to Calm.”

Internally, Reckitt teams have gamified the rollout with the “ENO Ambassador Olympics.” Regional marketing leads compete to rack up the highest engagement scores in their markets—measuring sachet sales, social shares, and in‑store activation photos. Winners earn the chance to join a virtual Q&A with Kaushal, further driving grassroots passion and ensuring every corner of India tunes in to the campaign.

What makes this activation stand out is its perfect marriage of legacy and novelty. ENO’s core promise—instant relief from acidity—is timeless; Kaushal’s youthful energy and sense of humor give it new life for a generation that values authenticity and entertainment. By leaning into narrative storytelling, cross‑platform creativity, and community participation, ENO transforms a simple digestive aid into a cultural moment, proving that even a brand with decades of heritage can still find fresh fizz.