Torrent Pharma sets foot in consumer market to address calcium deficiency in India

Pharma major launches new campaign to address widespread calcium deficiency in the nation

Ahmedabad-based Torrent Pharmaceuticals has 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 as an over-the-counter (OTC) calcium supplement brand. The campaign also aims to raise awareness about the importance of fulfilling one’s calcium needs. 

As a part of the campaign, Torrent Pharmaceuticals has added a highly interactive calcium calculator on the website that will calculate the approximate daily dietary calcium intake for the user, meeting 100% Recommended Dietary Allowance (RDA) of calcium.

The #BeShelcalStrong TVC aims to address the aforementioned lack of dietary calcium in women by educating them to pay heed to their exhaustion and listen to their aching bones, especially after they turn 40.

With its composition of 500mg Calcium and 250 IU of Vitamin D3, Shelcal 500 helps optimise 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. 

Going OTC will see Shelcal further increase its market share substantially in the consumer healthcare segment. 

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