Lupin has made a foray into the over-the-counter (OTC) segment under the ‘Lupin Life Consumer Healthcare’ umbrella with the pan-India launch of Softovac. A 34-year old legacy brand, Softovac has been trusted by millions of consumers who suffer from constipation and irregular bowel habits.
As part of the launch, the brand has also launched a 360-degree communications campaign based on the insight of ‘incomplete evacuation creates a deep sense of dissatisfaction amongst consumers’. The brand has signed actor Anil Kapoor as a brand ambassador for Softovac who features in the TV campaign currently on air. This is also supplemented by print and digital campaigns, below-the-line and point-of-sale activations, as well as outreach with key stakeholders in the healthcare industry.
Softovac is a bowel regulator made with 100 percent natural actives like Isabgol, Sonamukhi, Harad, Mulethi, Gulab dal (ingredient), Amaltas, and Saunf, all of which are time-tested ingredients known to provide effective relief from constipation and irregular bowel habits.
Lupin is an innovation led transnational pharmaceutical company developing and delivering a wide range of branded & generic formulations, biotechnology products and APIs globally.
