Abbott Launches New Campaign for Digene in India

In today’s erratic and fast-paced lifestyle, irregular and inappropriate meals end up meddling with the acidic balance of the stomach leading to gastric issues, which can be annoying and uncomfortable. In fact, as per an IMRB (now known as Kantar IMRB) study, 61% of the population in urban India suffers from hyperacidity.

Adding to the plight of the sufferer in this situation is the fact that every other individual seems to be an expert in giving advice in how to tackle hyperacidity, thereby confusing the sufferer even more with contradicting opinions. With this in mind, Abbott recently unveiled the #NoSecondOpinion campaign for Digene, one of its oldest antacid brands in India², with the aim that people should trust a doctor’s recommendation over unsolicited advice.

Through the campaign, Digene, the number one doctor-recommended¹ antacid, wants people to consider treating common issues such as hyperacidity seriously. The #NoSecondOpinion campaign narrates the experiences of hyperacidity sufferers, their dilemma and the solutions. While advice and opinions come from various people around us, Abbott’s campaign encourages people to trust their doctors.

Though hyperacidity is perceived to be an issue faced by the elderly population, in recent times, it has been witnessed by the younger generation as well. Their erratic eating habits, work schedules and lifestyle choices, combined with less physical activity makes them vulnerable to gastric troubles. The perception that antacids are only used by older people also needs to change.

Commenting on the campaign launch, Ambati Venu, Managing Director, Abbott India Limited, said, “At Abbott, we want to help people live their best lives through good health. In talking with doctors and consumers in India, we realized that people receive multiple opinions on how to treat hyperacidity. Our new campaign for Digene reminds people to trust their doctor.”  

Digene, one of the oldest brands in the country, is a market leader in the gel and tablet formats³. In addition to reducing acidity, Digene also protects the stomach lining against excess gastric acid due to its coating action. Well known for its cooling action and its presence in various Indian flavours, Digene is available as a gel, tablet, effervescent powder and Ayurvedic Pudina Pearls. The campaign highlights that the product can be taken in any format, depending on the need and comfort of the person – whether at home or on the go.