MAM
Softovac taps Varun Dhawan for new digestive wellness campaign
Digital-first campaign uses humour to tackle constipation stigma among youth.
MUMBAI: Turns out, the biggest party pooper this summer isn’t bad Wi-Fi or cancelled plans, it’s constipation. LupinLife Consumer Healthcare has brought actor Varun Dhawan onboard for a new Softovac campaign as the digestive wellness brand looks to loosen up a category long associated with clinical messaging and awkward silence. Conceptualised by Contract Advertising, a VML company, the campaign marks a digital-first push aimed at making conversations around digestive health feel more relatable, especially for younger consumers and modern Indian families.
The campaign is currently live across YouTube and Instagram, with a television rollout expected soon.
Built around the insight of “Kabz Ka Kabza”, the film personifies constipation as an invisible force hijacking people’s mood, plans and everyday momentum. Dhawan takes on this metaphorical “monster” with his trademark comic timing and high-energy screen presence, helping turn a traditionally uncomfortable topic into something more approachable and culturally conversational.
Instead of the usual serious, medicinal tone common in digestive wellness advertising, the campaign leans heavily into humour, relatability and entertainment, a growing strategy among health and wellness brands trying to appeal to younger digital audiences.
LupinLife Consumer Healthcare CEO Anil Kaushal said, Softovac’s legacy of consumer trust, Ayurveda and scientific rigour made it important for the brand to remain culturally relevant as wellness conversations evolve.
VML India CEO Babita Baruah said the campaign aimed to make the category feel “less instructional and more relatable”, using humour as a tool to reduce discomfort around the subject while improving memorability.
The move reflects a broader shift in healthcare and wellness advertising, where brands are increasingly abandoning sterile communication in favour of pop-culture storytelling, creator-led content and emotion-driven narratives.
And in a digital ecosystem where attention spans are shorter than ever, even a digestive wellness brand now knows one thing clearly, if the message doesn’t move people, the audience certainly will.
