Centrum OstoCalcium, marketed by Haleon (erstwhile GlaxoSmithKline Consumer Healthcare) is elated to announce the launch of the new television campaign, ‘Do Haddiyon Ko Dum with OstoCalcium’. This campaign is aimed at inspiring women to take charge of their health and embrace life’s limitless possibilities by taking care of their bone and joint health. Centrum OstoCalcium is a tasty chewable tablet suitable for the convenient supplementation of Calcium and Vitamin D in adults.
In India, 9 out of 10 women in have Vitamin D deficiency[1], and 2 out of 3 women have Calcium deficiency[2]. These deficiencies may lead to weak and porous bones. According to Centrum Women’s Health Survey 2023 in collaboration with KANTAR, poor bone health is one of the top issues faced by Indian women[3].
With this campaign, Centrum OstoCalcium tells Indian women to live timelessly and enjoy life to the fullest by keeping their bones and joints healthy. The TVC highlights the vital role that strong bones and overall well-being play in unlocking the true potential of women’s lives at different life stages. It emphasizes the improved quality of life that healthy bones and joints can provide. With this TVC, Centrum highlights the need of Calcium and Vitamin D in a woman’s life, whether it is a young athlete aiming to break barriers, a mother managing her family’s needs, or a woman simply enjoying life’s playful moments.
Commenting on the TVC launch, Ms. Anurita Chopra, Head of Marketing, Haleon ISC, said, “The latest TVC from Centrum OstoCalcium reflects our unwavering dedication to empowering women in placing their health as a paramount need. In Indian households, women often stand as the backbone of their family’s health. Nonetheless, they usually neglect their personal well-being for the sake of their families.
Commenting on the need for Indian women to prioritize their bone and joint health, Ms. Garima Gupta, Category Head – Vitamin & Mineral Supplements, Haleon ISC, said, “Our goal is to instil a sense of empowerment in women by narrating tales about tenacity, perseverance, and triumphs, empowering them to take charge of their own wellness journey. This journey begins with fundamental nutrients such as calcium and vitamin D, which play a pivotal role in maintaining strong and healthy bones.”
To view the new commercial click here
[1] Garg et al., 2018.
[2] Mahesh M et al., 2022
[3] Basis a survey of 1200 females from Delhi, Mumbai, Kolkata, and Chennai, conducted by Kantar and Centrum India in 2023
