ENO launches 3-in-1 formula featuring Farida Jalal and Aparshakti Khurana
The new TV campaign, conceptualized by Ogilvy, is directed by Shoojit Sircar, showcasing a TVC that captures their creative vision and brings it to life.
Sumit Rawat
ENO, an over-the-counter (OTC) antacid by Haleon (formerly known as GlaxoSmithKline Consumer Healthcare), has introduced its latest innovation: a 3-in-1 variant that combines the power of ENO with the natural goodness of jeera, ajwain, and kala namak. This new product is designed to provide fast and effective relief from three common digestive ailments: acidity, gas, and indigestion.
The formulation of the new ENO 3-in-1 builds upon the longstanding trust in traditional home remedies passed down through generations. By incorporating the benefits of three powerful natural ingredients—jeera, ajwain, and kala namak—this variant offers a refreshing and flavorful solution to multiple digestive issues, including acidity, gastric discomfort, and indigestion.
To promote this new variant on a national scale, ENO has launched a television commercial (TVC) featuring actor Aparshakti Khurana and veteran actress Farida Jalal. The commercial portrays Aparshakti Khurana enjoying a wedding feast when he is suddenly struck by acidity and discomfort, much to the dismay of his family members. This prompts a flurry of home remedy suggestions from various relatives, including even the DJ at the event. Farida Jalal, portraying the trusted grandmother of the household, steps in with her deep knowledge of natural ingredients and the need for quick relief. She recommends ENO 3-in-1, highlighting its combination of the trusted efficacy of ENO with the natural power of jeera, kala namak, and ajwain to address various digestive concerns.
Commenting on his association with the brand, actor Aparshakti Khurana shared, “As a foodie, I’m well-acquainted with the after-effects of indulging in a variety of dishes, especially during festive occasions like weddings and sangeets. ENO has been a reliable companion for acidity relief for decades among Indians. Now, with the introduction of ENO 3-in-1, which combines the power of ENO and the benefits of three digestive aids, it provides an effective and fast relief solution for everyday acidity moments for all food lovers.”
To reach a wider audience, ENO has also launched a Southern edition of the campaign, featuring actor Kalidas Jayaram as the lead protagonist. Speaking about the new launch, Kalidas Jayaram remarked, “Festive occasions, particularly grand South Indian weddings, are truly special. From the vibrant decorations to the heartfelt blessings, everything is amplified, especially the food! We prepare a symphony of flavors—tangy tamarind rice, melt-in-your-mouth mysore pak, and comforting bisi bele bath—a feast for the senses. However, such indulgence can lead to discomfort like acidity. ENO’s legacy of fast relief, now embodied in ENO 3-in-1, blends familiar ingredients for effective relief from acidity and other digestive issues, ensuring that celebrations remain joyful.”
Kishlay Seth, the category lead for digestive health at Haleon ISC, offered insights into the launch of the ENO 3-in-1 variant. He stated, "Our mission at ENO is to continually innovate and enhance our products to meet the evolving needs of consumers. The new ENO 3-in-1 variant was developed after a deep understanding of consumers’ trust in natural ingredients and condiments with multiple benefits. We wanted to combine the goodness of these natural ingredients with the power of ENO to offer a fast and effective solution for everyday digestive discomfort. With this launch, we're providing a simple yet effective way to address acidity, all while reinforcing the trust and reliability that the ENO brand is known for.”
The TVC, conceptualized by the creative agency Ogilvy, was directed by the acclaimed filmmaker Shoojit Sircar. Ritu Sharda, Chief Creative Officer at Ogilvy North, shared her thoughts on the TVC and communication strategy. She said, “When it comes to acidity, home remedies and OTC antacids have often been at odds. But with the launch of the new ENO 3-in-1, we can confidently say that collaboration is the best way forward. Since ENO 3-in-1 combines home remedies like jeera, ajwain, and kala namak with the trusted efficacy of ENO, we believe that even your grandmother would love and recommend it. I’m sure people are going to appreciate ‘teeno’—the campaign, the idea, and most of all, the product.”
Adding his creative perspective, Shoojit Sircar, the director of the films, explained, “We aimed to capture the genuine warmth and humor of Indian families while addressing a common concern. Farida Jalal, with her iconic ‘Dadi’ persona, brings a relatable charm to the campaign, showcasing how ENO’s new variant seamlessly fits into everyday life as a modern solution for an age-old problem.
