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Mumbai: Dulcoflex is trying to make India talk about something most of India refuses to talk about.
The digestive wellness brand has launched a new campaign called ‘kNOw Constipation’, built around women creators and stand-up comics, to normalise conversations about constipation, especially among women, who are both more biologically prone to it and less likely to seek help.
Instead of going the usual pharma route with doctors in white coats and vague metaphors, Dulcoflex is using faces people already follow.
The first wave of the campaign features Aanchal Aggarwal, Srishti Dixit and Soumya Venugopal, with Gurleen Pannu, Jamie Lever, and Shreya Roy lined up next. The idea is simple: take a condition that affects millions of people daily, use humour, and say it out loud without shame.
The brand is treating this as a content play, not just an ad flight. Each creator is being used to frame constipation in a way that’s blunt, awkward and funny, but not cruel. Dulcoflex says the creative brief is to “blend humour with relatability” without mocking the person dealing with the problem.
This push is not accidental. According to the company, 1 in 5 Indians suffers from constipation at any given time. Broader internal data cited by the brand pegs the number of affected Indians at around 276 million. Despite that scale, Dulcoflex says the topic is still treated as either a joke or a private embarrassment. One third of those affected never seek any help, it said, and almost half lean on home remedies that don’t always solve the underlying issue.
The brand is also very clear on why it’s putting women at the centre of this.
“Campaigns around constipation usually centre around men and often end up ridiculing the sufferer, hence trivialising a very real health issue,” said Nupur Gurbaxani, Head of Brand & Innovation, Opella CHC India. “With ‘kNOw Constipation’, we want women to lead the conversations and be the change agent that normalises constipation in society. Because only when we understand constipation will we know how to prevent it and address it right.”
Dulcoflex also points out that women are biologically more prone to constipation because of anatomical, physiological and hormonal factors, but are often more reluctant to bring it up, even with family.
The tone is deliberately different from legacy constipation advertising in India, which has mostly swung between slapstick and shame. Dulcoflex is trying to claim “permission to talk” through creators, not traditional actors. The stand-up voices are being used to crack open a taboo, not to do a hard sell.
Early videos featuring Srishti Dixit, Aanchal Aggarwal and Soumya Venugopal have already started triggering active comment threads online. The brand says it will continue to build around that engagement as it widens the creator slate with Pannu, Lever and Roy in the next phase.
Importantly, Dulcoflex is not keeping this only on social. The brand says ‘kNOw Constipation’ will run as a full-funnel awareness drive:
Digital creator-led content
Grassroots, on-ground activations and community engagement
Radio pushes across markets
Outreach in both urban and rural clusters
That matters for a health category where a lot of actual buying happens offline and a lot of sufferers don’t identify what they’re dealing with as “a medical issue.”
The positioning is also clear: this is not just awareness, it’s a nudge toward what Dulcoflex calls “science-backed treatment options” and “timely treating constipation,” instead of silently living with it or self-treating forever.
This is not a celebrity talking about “gut health” in a glossy film and disappearing. This is a laxative brand openly hiring women comics and creators, the same people audiences already watch for jokes on dating, parents, career and the body, and asking them to talk about constipation like they’d talk about anything else.
For a category that’s lived in euphemisms, that’s a shift. And for creators, this is another sign of where the money is moving: from beauty and snacking to things people are genuinely embarrassed to admit they need help with.