One in five Indians currently experiences constipation. Dulcoflex, a well-respected name and accessible laxative solution in digestive wellness in India, has introduced a distinctive campaign called “kNOw Constipation.” This initiative seeks to normalize discussions surrounding one of the country’s most widespread yet often overlooked health issues, constipation. Utilizing light-hearted humor, the campaign strives to encourage conversations about constipation, particularly among women, without making light of those who suffer from it. While both genders can be affected, women tend to experience constipation more frequently, often due to a reluctance to discuss and seek treatment for the condition. Additionally, women are biologically more susceptible to constipation due to anatomical, physiological, and hormonal factors.
To address the silence surrounding this common yet rarely talked about health concern in India, Dulcoflex is reshaping the narrative with its “kNOw Constipation” campaign, emphasizing the importance of scientifically supported treatment options for timely intervention. The campaign will feature popular stand-up comedians, such as Aanchal Aggarwal, Srishti Dixit, and Soumya Venugopal, with more to follow, including Gurleen Pannu, Jamie Lever, and Shreya Roy, to help disrupt the pervasive silence on constipation. With this innovative approach, Dulcoflex aims to democratize awareness and transform constipation into an open and empowering topic of discussion.
Nupur Gurbaxani, Head of Brand & Innovation at Opella CHC India, commented on the new campaign, stating that past campaigns typically focused on men and often ridiculed sufferers, trivializing a serious health issue. She emphasized that the “kNOw Constipation” campaign seeks to break this barrier, encouraging women to lead conversations and become change agents in normalizing the discussion around constipation. The campaign intends to reach beyond digital platforms, incorporating a comprehensive strategy that includes grassroots activations and community engagement, as well as radio initiatives across India. By transitioning the conversation offline, Dulcoflex aims to enhance awareness in both urban and rural settings.
Constipation affects 276 million Indians daily (Nielsen U&A 2024 Functional + Perpetual), yet one-third of those affected do not seek help, and nearly half rely on home remedies that may not effectively resolve the issue. For years, popular culture and advertising have trivialized constipation, reducing serious patient struggles to mere jokes.