Publicis Ambience has created a new campaign, 'The Human Machine', for Himani Fast Relief. The insight was that the consumer today wants instant results and does not have the time to wait for a reaction.
"The brief given by the client to the agency was to re-establish that Himani Fast Relief is the fastest pain relieving ointment available in the market today with its specialized 'fire and ice' formulation which relieves pain instantly hence, not interrupting your daily work affair," according to an official release.
Describing a typical day in a city, the first shot of the film portrays a sunrise. Soon, people dressed in black come onto the street and start performing acrobatics. People dressed in red and white join them. All of them move into a kind of grid, to form the shape of a bus which starts moving. Similarly, men are then shown to be the parts that make up machines in a mill. The camera then moves back to the 'bus', when a man who forms part of a wheel steps out because of a backache. He pulls out a tube of Himani Fast Relief and after applying it, is all set to be part of the wheel again!
The creative team includes Ashish Khazanchi, Prasanna Sankhe, Akash Das, Vivek Rao and Prashant Godbole. The film has been produced by Equinox Films and directed by Ram Madhwani. The exposure for the film includes TV.