Cipcal announces its latest brand campaign for Cipcal 500, which brings back the iconic television character, Hansa, portrayed by veteran actor Supriya Pathak. The campaign is aimed at building awareness around everyday tiredness and need for calcium supplementation especially among women above 30 years.
Hansa’s line “Main toh thak gayi bhaisaab” is reimagined as more than just comic relief. Instead, it spotlights how many women normalise persistent tiredness, often without questioning its underlying cause. In the campaign, Hansa’s character appears as a reminder that chronic tiredness may be a possible sign of calcium insufficiency.
The focus is on women above 30, a life stage when bone starts losing calcium gradually. Alongside a balanced, nutritious diet, calcium and vitamin D supplementation can play an important role in supporting bone and muscle health and addressing everyday tiredness. Cipcal 500 contain calcium along with vitamin D which aids better absorption. The intent is to partner women early in their wellness journey, well before such insufficiencies progress into chronic concerns.
Cipcal spokesperson, said, “In health communication, fear-based messaging can often limit engagement. Our objective was to make the conversation around calcium supplementation more relevant and relatable, particularly for women above 30 who may experience persistent tiredness without recognising its potential link to low calcium levels. The use of the character Hansa to communicate our message was driven by strong consumer insights, not nostalgia alone. Through this campaign, we aim is to build greater awareness and ensure Cipcal 500 is a trusted and top-of-mind choice when consumers consider calcium & vitamin D supplementation.”
Talented is the creative agency behind this campaign, which is being rolled out in print and across digital platforms.
Cipcal 500 is available at chemists and across leading e-pharmacy platforms (Tata 1mg, Pharmeasy, Apollo 247) and major e-commerce marketplaces.
