Baidyanath has rolled out a film for Rhuma Oil, an ayurvedic oil that takes on joint pain.
Conceptualised by Thinkstr, the film shows how a human faces many pains (jealous moments) while growing up. These include wanting a friend's lollipop, a colleague's promotion and wanting someone else's house among others. The voiceover explains that while such pains can't be tackled, one can get rid of joint pains with Baidyanath's Rhuma Oil.
Ajay Sharma, director, Baidyanath, said, “Ayurveda has effective remedies for various health issues and lifestyle ailments. Consumers have realized the effectiveness of Ayurveda in immunity building and have readily adopted it. Seeing this, we felt it was imperative to introduce the consumer to the benefits of Ayurveda in pain management. Modern India is moving at a fast pace, which can induce stress and strain ultimately leading to joint, back, neck pain. The aging population is also plagued with lasting joint pain. Our goal with this campaign is to make them realise that pain doesn’t have to be a lifelong companion."
Ramesh Yadav, CMO, Baidyanath, said, “The ad approaches an otherwise serious category of pain management with light humor, building a strong empathetic narrative around the brand’s role in a consumer’s life. The situations in the ad depict a slice of life at various stages and are thus highly relatable and evocative. Through this campaign, we are encouraging consumers to move forward and take on every challenge that comes their way with ease and greater confidence."
Satbir Singh, founder, Thinkstr, added, “The idea was to do something sticky and memorable in one of the oldest advertising categories: pain. The campaign, like Rhuma Oil itself, will bring a smile to the consumer’s face.”