The pharma company’s new campaign #BeShelcalStrong addresses dietary calcium deficiency and the resultant health disorders widely prevalent today

India-wide release, 14th February 2023: 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 ever-rising consumer empowerment, demand for relatable storytelling and expectation of engagement has necessitated creating multi-channel marketing campaigns. Nowadays, consumer healthcare marketers understand that engaging consumers in out-of-the-box marketing practices is increasingly helpful in getting their point across. These subsequently encourage conversations around health issues and offer solutions to help individuals fix them. 

In India, close to 40% people are calcium deficient and 79% are Vitamin D deficient*. 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,, which will calculate the approximate daily dietary calcium intake of the user, meeting 100% RDA of calcium. Based on the analysis, consumers can make an informed decision about their calcium intake. In addition to this, consumers can connect via the toll-free number 18002020240 to seek assistance and resolve calcium-related queries. 

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.

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.

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