Moov has been a strong player in the back pain relief products for the last twenty five years, and has now extended its product range to include a gel variant and heat belt. Ignite Mudra worked on the new campaigns to announce the launch.
Watch the TVCs here (story continues below)
Moov Heat Belt
The Moov Heat Belt TVC was released almost a month earlier, while the commercial for Moov Gel went on-air very recently.
Commenting on the campaign for Moov Gel, Vivek Singh, creative director, Ignite Mudra, said, “Moov Cream was not a part of the consideration set of younger women with dynamic, active lifestyles, as they did not have the time or inclination to massage the cream and then lie down after applying. Moov decided to capture that audience and take on the competition with Moov Gel. It sought to address younger active women (working / non-working) with rushed lifestyles.”
Noting that the creative challenge was to convey that Moov Cream and Moov Gel are the same product but in a different format, Singh added, “Clear consumer segmentation had to be maintained in order to prevent Moov Cream cannibalizing into Moov Gel.”
On the Heat Belt TVC, Singh observed that the core target group of Moov Heat Belt is the 50+ chronic and severe backache sufferers. “In keeping with this, the Moov TVC features a lonely old couple but avoids the stereotype of depicting them in a sad light. Rather, it captures them in a slice of life situation. The deft use of light humor for a pain relieving product sets the TVC apart from the normal clutch of commercials for similar products. The heat belt is effectively depicted as easy to use and hassle free as compared with a hot water bag,” he added.
Creative Agency: Ignite Mudra, Ahmedabad
Client : Paras Pharmaceuticals
Chief creative officer: Bobby Pawar
Creative director: Vivek Singh
Copywriter: Vivek Singh
Production house: Opticus Picture Company
Director: Bipin Nadkarni
Producer: Pushkar Kelkar
Director of photography: P.S. Vinod
Music: Rajiv Bhalla
President and branch head: Chandan Nath
Account planning: Krishnaraj Bhat, Siddhant Lahiri
Account servicing: Medhir Pandya, Devyani Das, Janaki, Pranshu