Mumbai: One of India’s leading pharma brands, Torrent Pharmaceuticals Ltd, recently unveiled its first-ever 12-week-long campaign across TV and digital. With this new campaign #BeShelcalStrong the pharma giant 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. The campaign also aims to raise awareness about the importance of fulfilling one’s calcium needs.
As a part of the campaign, Torrent Pharmaceuticals has added a highly interactive calcium calculator on the website, www.shelcal.com that will calculate the approximate daily dietary calcium intake for the user, meeting 100% RDA of calcium. Based on the analysis, consumers can make an informed decision. In addition to this consumers can connect via toll free number 18002020240 to seek assistance and resolve calcium related queries.
The #BeShelcalStrong TVC aims to address the aforementioned lack of dietary calcium in women by educating them to pay heed to their exhaustion and listen to their aching bones, especially after they turn 40. By depicting an everyday, relatable instance of two friends on a morning walk, the film further highlights the need to supplement one’s diet with Shelcal 500 daily.
With its composition of 500mg Calcium and 250 IU of Vitamin D3, Shelcal 500 helps optimize calcium absorption, increases bone density, improves muscle strength and helps boost immunity. The calcium is sourced from natural ingredients like oyster shell, having good absorption/bioavailability in the body.
Furthermore, Shelcal500 is a consistent market leader in the Rx category, with a market share currently at ~43% that continues to rise$. And going OTC will see Shelcal further increase its market share substantially in the consumer healthcare segment.
