Bayer’s Consumer Health Division has released a new ad film for Alka-Seltzer®, an antacid with probiotic. Featuring playback singer Alka Yagnik, the film aims to build familiarity and recall for the brand among Indian consumers. It plays on the coincidence that both the singer and the product share the name “Alka”. The pronunciation may differ, but the link is easy to remember and adds a light-hearted take on matters of the heart versus heartburn.
Food today is about more than sustenance. It is also about seeking comfort in familiar favourites. The new Alka-Seltzer® ad captures this familiar experience through a playful, slice-of-life story that also builds a connection with Alka Yagnik. Positioned as India’s first antacid with probiotic, Alka-Seltzer® offers fast acidity relief while supporting long-term gut health, meeting today’s digestive health needs.
Sandeep Verma – Head of South Asia – Bayer’s Consumer Health Division, said, “One of the biggest tasks for a new brand is becoming part of consumers’ consideration set quickly. With Alka-Seltzer®, we saw a unique opportunity to build awareness through a cultural connection that people would instantly recognize and remember.
“Alka Yagnik’s decision to partner with a brand for the very first time reflects the trust and credibility that Bayer has built over decades. Through relatable stories inspired by everyday experiences, the result is a campaign that combines relevance and everyday consumer insight to help ensure that when acidity and heartburn strikes, Alka-Seltzer® is top of mind,” Verma added.
Ritu Mittal – Head of Marketing and Digital – Bayer’s Consumer Health Division – South Asia Cluster, said, “Antacid communication has traditionally relied on familiar category storylines, so we wanted to introduce Alka-Seltzer® differently.
“The ‘Alka meets Alka’ idea gave us a distinctive and memorable creative device: Alka Yagnik for matters of the heart and Alka-Seltzer® for heartburn. Through short-form storytelling designed for digital platforms, the campaign aims to build familiarity and recall for the brand from the outset,” Mittal added.
Alka Yagnik – Playback Singer and Padma Bhushan Awardee, said, “I have always believed that the most meaningful messages are the ones people can see themselves in. I’m delighted to be associated with Alka-Seltzer®, a brand I have personally known and trusted, and with Bayer, a name trusted by generations. For me, it’s about being able to enjoy life’s everyday moments to the fullest.”
