Bayer’s Consumer Health Division has launched a new digital campaign for Alka-Seltzer featuring playback singer Alka Yagnik.

The campaign, titled ‘Alka Meets Alka’, builds its central idea around the shared name of Yagnik and the antacid brand. The film contrasts Yagnik’s association with ‘matters of the heart’ with Alka-Seltzer’s positioning around heartburn and acidity.

The campaign uses a slice-of-life narrative and is designed for digital and social media platforms. Alka-Seltzer is positioned by Bayer as an antacid with probiotics.

Sandeep Verma, head of South Asia, Bayer’s Consumer Health Division, said: “One of the biggest tasks for a new brand is becoming part of consumers’ consideration set quickly. With Alka-Seltzer®, we saw a unique opportunity to build awareness through a cultural connection that people would instantly recognize and remember.

Alka Yagnik’s decision to partner with a brand for the very first time reflects the trust and credibility that Bayer has built over decades. Through relatable stories inspired by everyday experiences, the result is a campaign that combines relevance and everyday consumer insight to help ensure that when acidity and heartburn strikes, Alka-Seltzer® is top of mind.”

Ritu Mittal, head of Marketing and Digital, Bayer’s Consumer Health Division, South Asia Cluster, said: “Antacid communication has traditionally relied on familiar category storylines, so we wanted to introduce Alka-Seltzer® differently. The ‘Alka meets Alka’ idea gave us a distinctive and memorable creative device: Alka Yagnik for matters of the heart and Alka-Seltzer® for heartburn. Through short-form storytelling designed for digital platforms, the campaign aims to build familiarity and recall for the brand from the outset.”

Alka Yagnik, playback singer, said: “I have always believed that the most meaningful messages are the ones people can see themselves in. I’m delighted to be associated with Alka-Seltzer®, a brand I have personally known and trusted, and with Bayer, a name trusted by generations. For me, it’s about being able to enjoy life’s everyday moments to the fullest.”

The campaign is now live across digital and social media platforms.