Why Eno Chose Vicky Kaushal as Its First-Ever Brand Ambassador After 50 Years

An Unusual First in 50 Years of a Trusted Brand

After more than five decades of being a trusted household name, Eno India has made a significant move—it has roped in Bollywood actor Vicky Kaushal as its first-ever brand ambassador. This moment marks a shift in not only how Eno communicates with the public, but how legacy healthcare brands are evolving to stay culturally relevant.

Launched in India in the 1970s and produced by GSK (GlaxoSmithKline), Eno has remained synonymous with instant relief from acidity. The product has long been known for its fizzy formula, quick-action messaging, and classic “Eno karo” tagline. So why, after five decades of ad campaigns focused purely on product benefit, did the brand suddenly decide to add a celebrity face?

The answer lies in a strategic pivot toward engaging younger consumers, without alienating its long-standing audience.

Vicky Kaushal: The New-Age Choice with Mass Appeal

Vicky Kaushal, known for his relatable image, versatile acting, and strong connect with urban and small-town India alike, is an interesting choice for a brand like Eno. He brings with him an aura of freshness, authenticity, and wide demographic appeal.

According to GSK Consumer Healthcare, Kaushal represents the modern Indian consumer: someone who’s hardworking, busy, and looking for fast, effective solutions to everyday problems. His on-screen charm combined with off-screen humility made him the perfect personality to humanize the brand and reach across age groups.

In the newly launched campaign, Vicky is seen navigating a typical day packed with work, street food indulgences, and socializing—all while keeping Eno on hand for when acidity strikes. The message is clear: modern lifestyles demand quick, reliable fixes, and Eno fits right in.

Why Eno Waited So Long to Use a Celebrity Face

Eno’s decision to remain ambassador-free for five decades wasn’t accidental. The brand historically focused on function-first marketing—highlighting the product’s fast action, medical credibility, and fizzy relief. This no-nonsense approach built trust and recall, especially among older consumers.

However, the Indian digestive health market has evolved. A younger generation is now facing digestive issues due to:

• Fast-paced lifestyles

• Irregular meals

• High-spice street food

• Increased work stress

This demographic consumes content very differently. They respond to faces, personalities, and storytelling over clinical advertising. Recognizing this, Eno’s leadership decided it was time to shift from “remedy-only” to “relevant everyday brand.”

The choice of Vicky Kaushal signals this intent. It’s not just about endorsing a product; it’s about creating new brand language.

The New Campaign: ‘Jhatpat Digiestion, Toh Life Full Tension-Free’

With Vicky Kaushal on board, the brand has launched a new campaign highlighting Eno’s fast-action USP while modernizing its tone. The ad showcases scenarios where food cravings clash with acidity, and Eno steps in like a reliable buddy.

From gorging on golgappas to office snacks during meetings, the campaign shows Vicky making smart choices by keeping Eno handy — reminding audiences that life doesn’t have to pause because of acidity.

The slogan “Jhatpat Digiestion, Toh Life Full Tension-Free” adds a youthful twist to the brand’s traditional positioning. It’s punchy, upbeat, and directly appeals to millennials and Gen Z.

How the Market is Shifting for Digestive Health Brands

The digestive relief category in India is getting increasingly competitive and dynamic. New brands, ayurvedic alternatives, and influencer-led wellness products are flooding the space. In such a landscape, legacy brands must reinvent themselves — not by changing the product, but by evolving how they tell their story.

By bringing in Vicky Kaushal, Eno is signaling that it's not just your grandparents' remedy anymore. It’s a smart, fast solution for today’s fast-moving lifestyles.

GSK India’s move is also a preemptive strategy—before newer players eat into its market share, Eno is adapting to speak the language of the next generation.

Blending Science and Pop Culture

What makes this partnership so effective is that it doesn’t dilute the scientific credibility of the product. Eno still leads with its USP of “works in 6 seconds” and GSK’s pharmaceutical heritage.

Vicky Kaushal adds relatability, not gimmickry. He doesn’t play a doctor or exaggerate claims; instead, he’s shown as a regular guy managing acidity smartly. The storytelling bridges medical trust and everyday relevance, a rare sweet spot in healthcare marketing.

Broader Implications for Healthcare Marketing in India

This move may influence how other healthcare brands in India — especially OTC (over-the-counter) products — rethink celebrity engagement. Traditionally cautious about using faces from entertainment, pharma and health brands now recognize that consumer loyalty is emotional, not just functional.

What Eno has done differently:

• Waited to build product credibility before adopting mass-market language

• Chose a celebrity who matches the product’s tone — grounded, fast, and practical

• Focused on daily use scenarios, not just symptoms and treatments

The blend of science + lifestyle is a playbook many others may now follow.

Final Thoughts: A Timely, Smart Evolution

Eno’s partnership with Vicky Kaushal is not just a branding decision — it’s a cultural shift. It recognizes the changing nature of Indian households, food habits, and health awareness. By choosing to evolve through a strategic celebrity tie-up, Eno is not abandoning its heritage — it’s enhancing it.