The new campaign by Iodex UltraGel focuses on women and their tendency to mask day-to-day pains behind a smile. The campaign featuring Saina Nehwal has been conceptualised by Leo Burnett. The film features the badminton ace telling her story of overcoming body pain.
At an international tournament, one of the players is trying to go on playing despite pain in her back, as she tells the audience through a voice over. The scene shifts to the player on the bench after she has won. Instead of celebrating, she buries her face in a towel to hide the pain. When the towel comes off, the face and her pain are hidden beneath a mask sporting a huge smile. She explains that she needs to do this, ‘just like you do for your loved ones, hiding your pain.’ Shehides her pain as she interacts with the media and her fans. She takes her mask off with a smile and says that this is no longer the case, as she has started using Iodex Ultra Gel. The voiceover describes the pain-relieving component in Iodex UltraGel that gets absorbed 90 per cent faster through the skin. The film concludes with Nehwal surrounded by women throwing their ‘smilemasks’ up in the air as the voice over says, “Iodex Ultra Gel apnao, dil se muskurao” (Try Iodex Ultra Gel and smile whole-heartedly).
Amit Nandwani, ECD, Leo Burnett, said, "Women putting up a brave face in day-to-day life to hide pain is a human truth that connects with everyone. Iodex Ultra Gel, with its unique formulation, aspires to put an end to their silent suffering. We needed to drive home the point in an emotional, yet hard-hitting manner. I think the device of a smiling mask does it really well as it’s not just visually stark and cut through, but also makes for a refreshing piece of communication in the category."
Creative agency: Leo Burnett, New Delhi
Creative team: Amit Nandwani (ECD), Kaushik Datta (CD), Ajitesh Verma (copywriter), Mukul Upadhyay (copywriter)
Account servicing: Shampa Maitra (business head), Alankrita Narula (brand director), Kanav Sharma (brand associate)
Planning: Rajeev Sharma (national director - brand planning), Chandana Raizada (strategy associate)
Media planning: Mindshare