Torrent pharma launches new campaign to increase calcium intake awareness in India

The company’s new campaign #BeShelcalStrong addresses dietary calcium deficiency and the resultant health disorders widely prevalent in the current scenario.

Torrent Pharmaceuticals Ltd, recently unveiled its first-ever 12-week-long campaign across TV and digital. 

With this new campaign #BeShelcalStrong, the company announces the entry of its brand Shelcal 500 - a market leader and the no. 1 doctor-recommended calcium supplement$ - as an over-the-counter (OTC) calcium supplement brand. 

Additionally, the TVC created under the campaign aims to address the aforementioned lack of dietary calcium amongst people by educating them to pay heed to their exhaustion and listen to their aching bones, especially after they turn 40. By depicting everyday instances, the film further highlights the need to supplement one’s diet with Shelcal 500 daily.

Aman Mehta, director at Torrent Pharmaceuticals Ltd, said, “With Shelcal's entry into OTC, the brand is poised to become the largest calcium supplement brand in India. Via this campaign launch, we wish to encourage consumers to take calcium supplements regularly to make up for their dietary deficiencies. #BeShelcalStrong is a strong value proposition that intends to not only build on Shelcal’s brand awareness, but also educate people about calcium’s importance to their diet, which in turn can positively affect their quality of life.”

Amal Kelshikar, executive director at Torrent Pharmaceuticals Ltd : “According to data, 40.6% of Indians are calcium-deficient, while 79% of Indians are Vitamin D-deficient*. Moreover, while RDA recommends 1000 mg/day of calcium, 1 out of every 2 Indians consume less than 50% of the recommended range*. However, the awareness amongst the consumers in this regard is low, or despite awareness, it is not acted upon. This is why it is important to not just spread awareness about the prevalence of calcium deficiency but also to get people to act upon filling their deficiencies. Thus, by taking Shelcal 500 to OTC while presenting a relevant, relatable and engaging campaign that is driving awareness about how critical it is to complete one’s calcium requirements, Torrent Pharmaceuticals is actively endeavouring to bridge the gap between consumers and a healthy, active lifestyle.”