Saina Nehwal roped in to endorse Iodex UltraGel

03 Mar,2014

By a correspondent


Pain relief expert Iodex has launched a new variant, UltraGel that vouches to provide effective relief from pain-related symptoms. To further drive its popularity, Iodex has signed up badminton player Saina Nehwal as the new brand ambassador for Iodex UltraGel.


In the new TVC that has been conceptualised by Leo Burnett, a badminton player at an international tournament is seen fighting severe muscular pain to stand strong on the ground, her smashes making the country proud as she wins the match and stands victorious. But instead of tasting her victory, she sits back to bury her face in a towel, trying to hide her pain. When she lifts her face, it is covered by a mask with a huge smile as she carries on interacting with the media and her fans. The smiling mask continues to hide her pain from the world. But Saina decides to unmask herself by curing the pain and reaches into her kit bag. The TVC ends with Saina accompanied by hundreds of women throwing away their mask and saying “Iodex UltraGel apnao, dil se muskurao”


Talking about the new campaign, Amit Nandwani, ECD- LeoBurnett said, “Women putting up a brave face in day-to-day life to hide pain is a human truth that connects with everyone. Iodex Ultra Gel, with its unique formulation, aspires to put an end to their silent suffering. We needed to drive home the point in an emotional, yet hard hitting manner. I think the device of a smiling mask does it really well as it’s not just visually stark and cut through, but also makes for a refreshing piece of communication in the category.


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