Express Pharma

Torrent Pharma forays into consumer market with calcium supplement, Shelcal 500

The pharma company launches #BeShelcalStrong campaign to address widespread calcium deficiency in the nation

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Torrent Pharma recently unveiled its 12-week-long campaign across TV and digital. With this new campaign #BeShelcalStrong the pharma company announces the entry of its brand Shelcal 500 – a calcium supplement – 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 per cent RDA of calcium. Based on the analysis, consumers can make an informed decision. In addition to this consumers can connect via toll-free number 18002020240 to seek assistance and resolve calcium-related queries.


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. By depicting an everyday, relatable instance of two friends on a morning walk, the film further highlights the need to supplement one’s diet with Shelcal 500 daily.


With its composition of 500 mg 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.


Furthermore, Shelcal500 is a consistent market leader in the Rx category, with a market share currently at ~43 per cent that continues to rise. And going OTC will see Shelcal further increase its market share substantially in the consumer healthcare segment.


Click here to watch the film


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,According to data, 40.6 per cent of Indians are calcium-deficient, while 79 per cent 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 per cent of the suggested range*. 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 Pharma is actively endeavouring to bridge the gap between consumers and a healthy, active lifestyle.”


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