Bayer’s Consumer Health Division has released a new Alka-Seltzer ad film in India featuring playback singer Alka Yagnik, using their shared first name as the central creative device.
The film plays on the association between Yagnik and “matters of the heart” and Alka-Seltzer and heartburn. According to Bayer, the idea is intended to build familiarity and recall for the brand among Indian consumers. The ad uses a slice-of-life story around familiar food experiences and connects Yagnik with Alka-Seltzer through the shared name “Alka.”
“One of the biggest tasks for a new brand is becoming part of consumers’ consideration set quickly,” said Sandeep Verma, Head of South Asia, Bayer’s Consumer Health Division.
“With Alka-Seltzer, we saw a unique opportunity to build awareness through a cultural connection that people would instantly recognize and remember. Alka Yagnik’s decision to partner with a brand for the very first time reflects the trust and credibility that Bayer has built over decades. Through relatable stories inspired by everyday experiences, the result is a campaign that combines relevance and everyday consumer insight to help ensure that when acidity and heartburn strikes, Alka-Seltzer is top of mind.”
“Antacid communication has traditionally relied on familiar category storylines, so we wanted to introduce Alka-Seltzer differently,” said Ritu Mittal, Head of Marketing and Digital, Bayer’s Consumer Health Division, South Asia Cluster.
“The ‘Alka meets Alka’ idea gave us a distinctive and memorable creative device: Alka Yagnik for matters of the heart and Alka-Seltzer for heartburn. Through short-form storytelling designed for digital platforms, the campaign aims to build familiarity and recall for the brand from the outset.”
“I have always believed that the most meaningful messages are the ones people can see themselves in. I’m delighted to be associated with Alka-Seltzer, a brand I have personally known and trusted, and with Bayer, a name trusted by generations. For me, it’s about being able to enjoy life’s everyday moments to the fullest,” said Alka Yagnik, legendary playback singer and Padma Bhushan awardee.
