Why ENO Waited 50 Years to Choose Vicky Kaushal as Its First-Ever Brand Ambassador

In a surprising brand evolution, ENO, India's trusted antacid companion for over five decades, has finally welcomed its first official brand ambassador. The household name that has been quietly relieving acidity across generations recently announced actor Vicky Kaushal as the face of its nationwide campaign.

Why did a brand with such deep market penetration wait half a century before partnering with a celebrity endorser? According to Bineet Jain, Category Head of Digestive Health at Haleon India, the timing felt right to build on ENO's established strengths and connect with consumers in fresh ways.

"Vicky is versatile and resonates across generations," Jain explained, highlighting how the actor's playful personality aligns perfectly with ENO's trusted reputation. The campaign, which features Kaushal as a magician whose performance is interrupted by acidity until ENO comes to the rescue, is already live across multiple platforms.

This strategic move coincides with ENO's product innovation journey. While the classic powder sachets remain their flagship offering, the brand introduced ENO Chewy Bites last year – a chewable tablet format targeting younger, on-the-go consumers seeking convenience. This format innovation has proven successful, with the business doubling between Q1 FY24 and Q1 FY25.

Perhaps most fascinating is ENO's regional marketing approach alongside its national campaign. Recognizing that "India is a story of many Indias," the brand creates culturally-relevant campaigns that connect with diverse audiences celebrating festivals and food traditions across the country.

For a brand that's been a quiet household remedy for generations, ENO's evolution presents an interesting case study in balancing heritage with innovation. By maintaining its core promise of fast relief while embracing new formats, digital channels, and now celebrity endorsement, ENO demonstrates how established brands can refresh their connection with consumers without losing their essential identity.