Cipcal Reintroduces ‘Hansa’ to Redefine Everyday Fatigue
Campaign aims to raise awareness about calcium supplementation among women above 30
Udaipur: Cipcal has announced the launch of a new brand campaign for Cipcal 500, bringing back the beloved television character ‘Hansa,’ originally portrayed by veteran actress Supriya Pathak. The campaign focuses on creating awareness among women aged 30 and above about persistent daily fatigue and the importance of calcium supplementation.
Hansa’s iconic line, “Main toh thak gayi bhaisahab” (I’m so tired, brother), is no longer just a humorous catchphrase. In this campaign, it carries a deeper message—highlighting how many women tend to normalize constant fatigue without recognizing its possible underlying causes. Through Hansa’s character, the campaign emphasizes that prolonged tiredness may be an early sign of calcium deficiency.
The initiative specifically targets women over 30, as bone calcium levels gradually decline with age. Alongside a balanced and nutritious diet, calcium and Vitamin D supplementation plays a crucial role in maintaining bone and muscle health and in managing everyday fatigue. Cipcal 500 contains calcium along with Vitamin D, which helps in better absorption of calcium. The campaign aims to encourage women to take proactive steps toward their health before minor deficiencies develop into serious health concerns.
A Cipcal spokesperson stated, “Health communication that relies on fear-based messaging often discourages engagement. Our objective was to make conversations around calcium supplements more relatable and relevant, particularly for women above 30 who experience persistent fatigue but may not associate it with low calcium levels. The return of Hansa is not just about nostalgia, but about strong consumer insight. Through this campaign, we aim to increase awareness and ensure that when people consider taking calcium and Vitamin D supplements, Cipcal 500 is their trusted first choice.”
The campaign has been conceptualized by creative agency Talented and is being rolled out across print and digital platforms.
Cipcal 500 is available at pharmacies and leading e-pharmacy platforms such as Tata 1mg, PharmEasy, Apollo 247, as well as major e-commerce websites.
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