Centrum, from Haleon, has rolled out its latest campaign, ‘Har Din Ko Kar Recharge,’ to promote Centrum Recharge, an effervescent energy drink mix designed to address everyday tiredness. The campaign focuses on the role of micronutrients in supporting energy, hydration and immunity, positioning the product as an accessible wellness solution for daily use.
The campaign film builds on a relatable consumer insight around routine fatigue caused by the demands of daily life. It introduces a narrative where a young man, initially tired and disengaged, is challenged by a child to participate in a spontaneous street game. After consuming a sachet of Centrum Recharge, he is shown regaining energy and enthusiasm, ultimately engaging in the activity with renewed vigour. The film concludes with the tagline, ‘Har Din Ko Kar RECHARGE, Centrum Recharge,’ reinforcing the brand’s message of transforming everyday exhaustion into vitality.
Centrum Recharge is priced at INR 10 per 5g sachet, with a formulation that includes Vitamin C, Vitamin B12, Magnesium and Zinc. The campaign highlights the replenishment of micronutrients lost during daily activities, aligning the communication with broader health and wellness narratives. The offering is positioned as both convenient and nutritionally beneficial, supporting Haleon’s stated purpose of delivering better everyday health.
Deepali Agarwal, head, wellness and otc, Haleon ISC, said, “Centrum Recharge’s new campaign puts back the focus on the importance of daily energy and vitality. The hustle and din of daily life can often drain us out, and Centrum Recharge provides the much-needed boost that consumers look for. The campaign film shows the everyday struggle of feeling tired and lacking the zeal to participate. ‘Har din ko kar recharge’ is a reminder to refuel and show up feeling our best. As we democratise multivitamin supplementation by offering such an innovative, convenient and accessible wellness solution, we continue to deliver better everyday health to millions of consumers. With eight out of ten people facing micronutrient deficiencies, bridging this gap has never been more urgent. Our goal is to make high-quality nutritional support accessible to all, empowering individuals to enjoy healthier, more active lives.”
The campaign is supported by a multi-channel media strategy, with distribution across national and regional television as well as digital platforms. In addition to the film, the brand is deploying on-ground and retail activations, including sampling initiatives, festive campaigns, in-store POSM displays and enhanced visibility across e-commerce platforms. This integrated approach is designed to drive both awareness and trial.
Centrum Recharge, launched in an orange flavour, is available in variants for kids and adults and is distributed across grocery stores, supermarkets, pharmacies and quick commerce platforms across India. The campaign positions the product as a daily-use supplement that fits seamlessly into routine lifestyles, while reinforcing the importance of micronutrient intake.
Through ‘Har Din Ko Kar Recharge,’ Centrum and Haleon seek to strengthen their presence in the vitamins, minerals and supplements category by linking functional product benefits with relatable, everyday scenarios, and by emphasising accessibility and convenience as key drivers of adoption.
