~ Bayer’s Alka-Seltzer pairs Padma Bhushan singer Alka Yagnik with India’s first probiotic antacid — heart songs meet heartburn in a digital-first ‘Alka Meets Alka’ film ~
Mumbai, October 2026: Bayer’s Consumer Health Division has rolled out a new digital campaign for Alka-Seltzer, casting legendary playback singer Alka Yagnik as the face of an awareness push built on a shared first name. Titled ‘Alka Meets Alka’, the film plays Yagnik’s cultural association with matters of the heart against the brand’s brief on heartburn and acidity — a light-hearted mnemonic for a product Bayer positions as India’s first antacid with probiotic.
The slice-of-life film leans on familiar comfort-food moments rather than classic antacid scare tropes, and is designed for short-form digital and social feeds. Alka-Seltzer is framed for fast acidity relief while supporting longer-term gut health — a dual pitch Bayer wants top of mind the next time heartburn hits.
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, Padma Bhushan awardee, 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 live across digital and social platforms.
Marketing take: Most antacid ads sell the burn. Bayer sold the rhyme — turning a first-name coincidence into category cut-through, and borrowing Alka Yagnik’s first-ever brand partnership as instant trust equity for a new probiotic antacid.
