Torrent Pharma's #BeShelCalStrong campaign aims to increase calcium intake awareness

Torrent Pharmaceuticals has launched its 12-week-long #BeShelcalStrong campaign across TV and digital.

Through this new campaign, #BeShelcalStrong, the pharma giant is announcing the entry of its brand Shelcal 500 – as an over-the-counter (OTC) calcium supplement brand. 

With this campaign, Torrent Pharma aims to raise awareness about the importance of fulfilling one’s calcium and Vitamin D3 needs in a way that is relatable to the daily lives of people. 

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.

Based on the analysis, consumers can make an informed decision about their calcium intake.

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, 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, said, “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.”

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