Iodex has rolled out a campaign conceptualised by Leo Burnett.
The film features actress Swara Bhaskar playing a Bharat Natyam dance teacher. While teaching the dance she injures her back. Her husband taunts her about the recurring back ache. He goes on to switch off the gas as the lady instructs him how to. He then sits besides her and asks her why does she take on so much work (household chores and dance classes). The lady replies that since the house belongs to the two of them, she should show 'himmat' (courage) and also contribute towards the loan. The man is touched. He says along with the courage, a little Iodex can help too in relieving the pain. The film ends with the brand’s proposition ‘Thodi Himmat, Thoda Iodex’.
Saurabh Nandi, area marketing lead - pain relief and respiratory health, GSK, said, “With our new platform - Thodi Himmat, Thoda Iodex – we are talking to the modern woman representing a progressive India. These are women who are not only giving their 100 per cent to their home and family but also stretching themselves physically to give their 110 per cent to do something extra. The extra could come with the desire of supporting their family financially or following their pursuits. In this journey, pain is inevitable. And instead of giving up, Iodex wants to convey to these women that all they need is a little courage and a little Iodex. Iodex salutes these women and is their trusted partner that will help them stretch beyond their limits every single day.”
Speaking about the new campaign for Iodex, Rajdeepak Das, chief creative officer, Leo Burnett, South Asia, said, “Women are the backbone of any household in a way that they keep the entire family together. They want to do more with their lives, and yet equally contribute to their households. We thought this was an exciting insight to bring to life, especially since a woman’s invaluable contribution is rarely spoken about across the entire category. I’m confident the campaign will hit home with our consumers.”
CREDITS:
Client: Glaxo SmithKline India
Brand: Iodex
Creative agency: Leo Burnett India
Chief executive officer, Leo Burnett, South Asia and Publicis Communications India: Saurabh Varma
Chief creative officer, Leo Burnett, South Asia: Rajdeepak Das
Chief strategy officer, Leo Burnett, South Asia: Dheeraj Sinha
Executive creative director: Amit Nandwani
Creative team: Mukul Upadhyay, Kaushik Datta, Puran Choudhry
President – North: Samir Gangahar
Executive vice president: Saraswathi Laxman
Planning team: Aditi Jain
Account management: Alankrita Narula, Anooshka Mathur
Production house: Prodigious
Head – Prodigious India: Vandana Watsa
Producers: Anup Das, Rajdeep Wahi
Film director: Bhavesh Kapadia
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