MAM
ENO unveils new TVC ‘Ab Acidity Kyu Sehna Jab ENO Hain Na’
Mumbai: Eno, India’s antacid brand by Haleon (erstwhile GSK Consumer Healthcare) has launched its new TVC “Ab Acidity Kyu Sehna Jab ENO Hain Na”. The TVC captures how people often opt for home remedies for acidity issues even though it takes time to provide relief. Through the latest commercial the messaging is focused on choosing ENO as the first remedy for acidity relief vs. Home remedies which generally take time and thereby prolonging the suffering. The TVC is released nation-wide in 10 Major languages such as Hindi, Bengali, Assamese, Oriya, Marathi, Gujarati, Punjabi, Telugu, Tamil, and Kannada.
The TV commercial depicts a fun family gathering where the protagonist, pampered with different foods like Samosa and Pakoda by his aunts. The protagonist suddenly experiences acidity when his aunts are seen suggesting some home remedies to manage acidity even though generally they take time to provide relief. The mother of the protagonist challenges his prolonged suffering and instead offers ENO as a better solution because it gets to work in just six seconds.
Eno has roped in renowned TV actors for the advertisement to showcase a daily family situation, which will surely strike a chord with the audience for relatability and will help in brand recall value. Television industry veterans Sheeba Chadda is seen playing the role of Maasi and Supriya Pilgaonkar as the Bua of the protagonist.
Conceptualised by creative agency Ogilvy, the TVC has been shot by Hemant Bhandari, an acclaimed director, and co-founder of Chrome Pictures, known for producing award winning TV advertisements and feature films.
Commenting on the launch, Haleon BU marketing lead (Indian Subcontinent) Anurita Chopra said, “For generations, Indians have relied on home remedies, sometimes enduring prolonged discomfort as a necessary evil. However, ENO provides fast and effective relief, allowing consumers to enjoy their food, family moments, and fun without hindrance. We are confident that this new commercial will be well-received by our audience, as we eagerly welcome new consumers to our brand.”
Echoing this sentiment, Haleon ISC category lead for digestive health Kishlay Seth emphasised, “Our latest TV commercial highlights how acidity is a common issue in every household and it can lead to hindrance in enjoying family moments. With our new messaging ‘Ab Acidity Kyu Sehna Jab ENO Hai na, the film reassures the faith of customers in ENO to provide rapid relief from acidity ensuring a swift recovery, so you can bounce back and keep enjoying life.”
Speaking on the occasion, Ogilvy India (North) CCO Ritu Sharda said, “Food is our love language. However, this indulgence often leads to acidity. And as Indians, we tend to tolerate this discomfort, considering it normal. With this new campaign, starring well-known actors Sheeba Chadhha, Supriya Pilgaonkar, as an endearing pair of Maasi and Bua pampering Abhimanyu Dassani with food, ENO aims to change that perception: “Ab Acidity Kyu Sehna, Jab ENO hain Na!”
The new TVC by ENO, “Ab Acidity Kyu Sehna Jab ENO Hain Na,” will be broadcasted pan-India across various television channels, ensuring its reach to a wide audience. Additionally, it will be supported by a comprehensive digital and social media campaign to engage with consumers on digital platforms.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
