Torrent Pharma Launches #BeShelCal Strong Campaign For Increasing Calcium Intake Awareness

Torrent Pharmaceuticals has 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 as an over-the-counter (OTC) calcium supplement brand. 

The ever-rising consumer empowerment, demand for relatable storytelling and expectation of engagement has necessitated creating multi-channel marketing campaigns. 

As a part of the #BeShelcalStrong campaign, Torrent Pharmaceuticals has added a highly interactive calcium calculator on the website, www.shelcal.com, which will calculate the approximate daily dietary calcium intake of the user, meeting 100 per cent RDA of calcium. 

Aman Mehta, Director at Torrent Pharmaceuticals, says, “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.”

 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. 

Amal Kelshikar, Executive Director at Torrent Pharmaceuticals, expresses, “According to data, 40.6 per cent of Indians are calcium-deficient, while 79 per cent 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 per cent 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.”