Iodex has rolled out a digital campaign for its brand UltraGel. Conceptualised by Leo Burnett, it aims to target consumer cohorts who are increasingly susceptible to pain. The film series depict Iodex's role in combating different types of pain.
It showcases a working professional, senior citizen and a homemaker telling the story of how they had to give up their hobbies due to the pain they suffered, until they had an encounter with Iodex UltraGel.
Vijay Sharma, area marketing lead, OTC and expert marketing ISC, GSK Consumer Healthcare said, “We have always endeavoured to place our consumers at the core of all our communication. Iodex is a brand that has helped consumers across cohorts for more than 100 years, but for the first time, we have attempted to create individual communication specific to each cohort, to enhance consideration and brand love. Each of the digital films captures moments of pain existent in the lives of these audiences in the current times, helping them resonate with the brand and positioning Iodex UltraGel as the trusted ally in their lives.”