LupinLife Consumer Healthcare has launched a new campaign for Softovac featuring actor Varun Dhawan, as the brand looks to strengthen engagement with younger consumers and modern Indian households. Conceptualised by Contract Advertising, a VML company, the campaign adopts a digital-first strategy aimed at bringing a more contemporary and relatable tone to the digestive wellness category.
Titled ‘Kabz Ka Kabza’, the campaign is currently live across YouTube and Instagram, with a television rollout planned in the coming weeks. The communication centres around the insight that constipation can affect mood, daily routines and productivity, positioning the issue through an accessible and humour-led narrative.
In the campaign film, Varun Dhawan confronts an invisible ‘monster’ representing constipation, using humour and energetic storytelling to address a category traditionally associated with clinical and subdued communication. The creative approach aims to reduce stigma around digestive health conversations while making the messaging more memorable and culturally relevant for younger audiences.
By leveraging Dhawan’s mass appeal and screen presence, the campaign seeks to reposition digestive wellness communication within a more conversational and entertainment-led framework. The film uses humour and relatability as core storytelling devices while maintaining a focus on product relevance and consumer awareness.
Anil Kaushal, ceo, LupinLife Consumer Healthcare, said, “Softovac occupies a distinctive place in Indian households as a brand built on consumer trust, the efficacy of Ayurveda and scientific rigor. This campaign brings renewed relevance and cultural resonance to digestive wellness. Varun Dhawan brings the dynamism and authenticity to help us deepen Softovac's connection with today’s consumers.”
Babita Baruah, ceo, VML India, added, “For us, the opportunity was to reimagine how wellness brands behave in culture. We wanted Softovac to feel less instructional and more relatable. Humour became a powerful tool to make this human conversation more approachable while ensuring the brand remains memorable.”
The campaign reflects a broader trend within healthcare and wellness marketing, where brands are increasingly moving away from purely informational advertising towards culture-led storytelling and digital engagement. By focusing on entertainment-driven narratives and social media-first communication, brands are attempting to connect with younger consumers through more accessible formats and relatable experiences.
The decision to prioritise YouTube and Instagram also highlights the growing importance of digital platforms in health and wellness campaigns, particularly for categories aiming to normalise discussions around everyday health concerns. Through short-form and social-first content, the campaign is designed to encourage higher engagement and recall among digitally active audiences.
Contract Advertising has positioned the communication around a balance of humour and awareness, using light-hearted storytelling to simplify a topic that is often considered uncomfortable in traditional advertising. The campaign also aligns with evolving consumer expectations around authenticity and emotional relatability in healthcare communication.
With ‘Kabz Ka Kabza’, Softovac aims to strengthen its visibility in the digestive wellness category while building stronger cultural relevance through humour-led and platform-focused storytelling.
