Torrent Pharmaceuticals has launched its 12-week #BeShelcalStrong campaign on TV and digital.
Through this new campaign, #BeShelcalStrong, the pharmaceutical giant announces the entry of its Shelcal 500 brand, as a brand of over-the-counter (OTC) calcium supplements.
With this campaign, Torrent Pharma aims to raise awareness about the importance of meeting the needs of calcium and vitamin D3 in a way that is related to people's day-to-day lives.
As part of the #BeShelcalStrong campaign, Torrent Pharmaceuticals has added a highly interactive calcium calculator to the website, www.shelcal.com, which will calculate a user's approximate daily dietary calcium intake.
Based on the analysis, consumers can make an informed decision about their calcium intake.
Additionally, the TVC created under the campaign aims to address the aforementioned lack of dietary calcium among people by educating them to pay attention to their exhaustion and listen to their aching bones, especially after their 40th birthday. By depicting everyday instances, the film further highlights the need to supplement the diet with Shelcal 500 daily.
Aman Mehta, Director of Torrent Pharmaceuticals, said, “With Shelcal's entry into OTC, the brand is poised to become India's largest calcium supplement brand. Through the launch of this campaign, we want to encourage consumers to take calcium supplements regularly to make up for their dietary deficiencies. #BeShelcalStrong is a strong value proposition that aims to not only build awareness of the Shelcal brand, but also to educate people about the importance of calcium in their diet, which in turn can positively affect their quality of life.” .
Amal Kelshikar, CEO of Torrent Pharmaceuticals, said: “According to the data, 40.6% of Indians are deficient in calcium while 79% of Indians are deficient in vitamin D. Furthermore, although the RDA recommends 1,000 mg/day of calcium, 1 in 2 Indians consume less than 50% of the recommended range. However, the awareness among consumers in this regard is low or, despite awareness, no action is taken on it. This is why it is important to not only spread awareness about the prevalence of calcium deficiency, but also to get people to take action to fill their deficiencies. Therefore, by bringing Shelcal 500 OTC while presenting a relevant, relatable and engaging campaign that raises awareness of how critical it is to complete calcium requirements, Torrent Pharmaceuticals is actively striving to bridge the gap between consumers and an active lifestyle. and healthy. ”
