ENO, an over-the-counter antacid brand under Haleon (formerly GlaxoSmithKline Consumer Healthcare), has introduced a new product, ENO 3-in-1. This latest variant combines ENO’s established antacid formula with three traditional ingredients—jeera (cumin), ajwain (carom seeds), and kala namak (black salt). Aimed at providing relief from acidity, gas, and indigestion, ENO 3-in-1 represents the brand’s efforts to address a range of digestive issues with an innovative approach.
“Being true to consumer needs, the new launch brings together the power of three natural ingredients, jeera, ajwain, and kala namak, and combines them with the power of ENO to create a concoction that can truly provide relief from digestive distress,” Kishlay Seth, category lead for digestive health at Haleon ISC, told BrandWagon Online.
He further noted that while ENO’s classic range is effective for acidity, the new 3-in-1 variant extends its utility by addressing multiple digestive issues simultaneously.
The launch of ENO 3-in-1 is supported by a national television campaign featuring actors Aparshakti Khurana and Farida Jalal. The commercial depicts Khurana experiencing digestive discomfort at a wedding, leading to various home remedy suggestions from his family, with Jalal’s character proposing ENO 3-in-1 as a comprehensive solution. A localised version of the commercial, featuring actor Kalidas Jayaram, has been created for the South Indian market to better resonate with regional cultural contexts and consumer preferences.
ENO’s distribution strategy includes integrating the new 3-in-1 variant into its existing network of 4.7 million stores across India. This strategy targets both urban and rural markets, leveraging direct channels such as grocers and chemists to ensure widespread availability.
Seth outlined the marketing strategy for the new product, emphasising a combination of traditional media and digital platforms. “We want to launch it with a combination of both traditional media and new-age mediums, with digital being key. While TV and print will play a crucial role in driving reach, we also intend to activate digital with bespoke creatives that are native to social platforms as well as video platforms,” he explained. The approach includes localized content and engagement with local media to maximise product awareness.
In terms of competition, ENO faces challenges from other well-established antacid brands such as Digene and Gelusil. Digene, from the Alkem Laboratories stable, offers a variety of antacid formulations, including tablets and liquids, and is known for its effectiveness in neutralising stomach acid. Gelusil, from the Pfizer portfolio, also provides antacid relief with a focus on both acidity and gas.
These competitors also leverage traditional and digital media in their marketing strategies. For example, Digene has a significant presence in television advertising and print media, while Gelusil has used digital campaigns to reach a broader audience.
ENO’s approach to innovation and marketing is intended to differentiate it from these competitors by combining traditional ingredients with its established antacid formula, aiming to offer a comprehensive solution for digestive relief. Seth also highlighted the use of holistic media impact metrics, such as R&F (reach and frequency) and brand lift study (BLS), to track marketing effectiveness and adjust strategies based on performance data.
Looking ahead, ENO plans to continue its innovation trajectory, with recent introductions including Chewy Bite, a chewable antacid, and the new 3-in-1 variant that integrates traditional ingredients with the brand’s core formula.