MUMBAI: Looks like it’s time for some toilet talk with a twist! Dulcoflex, India’s trusted digestive wellness brand, has launched its cheeky yet impactful campaign, ‘kNOw Constipation’, to get Indians talking about something we all do, but rarely discuss.
Constipation affects one in every five Indians, yet the topic remains hushed behind closed doors. Dulcoflex wants to change that with a dose of humour and heart, turning an everyday discomfort into an open, stigma-free conversation.
What makes this campaign stand out is its refreshing tone. Instead of awkward metaphors or exaggerated ads, ‘kNOw Constipation’ brings together popular comedians like Aanchal Aggarwal, Srishti Dixit, Soumya Venugopal, Gurleen Pannu, Jamie Lever, and Shreya Roy, using relatable stand-up sets to break the silence without mocking those who suffer.
Opella CHC India head of brand & innovation Nupur Gurbaxani explained, “Campaigns around constipation often centre on men and trivialise the issue. With ‘kNOw Constipation’, we want women to lead the conversation, understand the problem, and address it right. Only when we know constipation, can we truly say no to it.”
The campaign goes beyond laughs and likes. It will roll out across digital, radio, and grassroots initiatives, bringing awareness to both urban and rural communities.
With 276 million Indians struggling daily and many relying solely on home remedies, Dulcoflex’s initiative brings a fresh, fearless voice to a subject long flushed out of public dialogue. Because, as Dulcoflex cheekily reminds us, it’s time to let it out.