Lifelong pitches its massagers as teleportation devices

Watch the film conceptualised by Centrick here

Oct 22, 2020 04:45:00 AM | Video | Campaign India Team

Lifelong has rolled out a film for its range of massagers.
 
Conceptualised by Centrick, the film features Vinay Pathak. As members of a family are on a massage chair, Pathak reveals the blissful experiences each of them are feeling and thinking about. 
 
Prerna Nagpal, head - marketing, Lifelong Online Retail, said, "Massagers cater to a niche segment of the market, the idea with this campaign is to grow this category and establish Lifelong as a market leader in this segment. Centrick’s idea of teleportation devices fitted just right with the objective of the brand. When we get a massage, it’s that feeling of 'bliss' that actually transports us far from our reality. Some doze off, some snooze, and some are just left thoughtless for those few precious moments and hence this insight fits perfectly, while the script captures it beautifully. It’s a very relatable concept for people, as everyone at some given point has felt this way while getting a massage.
 
Roy Menezes, partner and chief creative officer, Centrick, said, “Be it under a tree, in the comfort of your home or at an exclusive spa resort, a massage always takes you on a journey, miles away from reality, letting you escape to relive cherished memories, daydream or just bask in the lap of luxury. While you experience a thrilling adventure of the mind, these massagers secretly work their magic on your aches and pains. The general consensus of 2020 has also been to be anywhere but here. No pandemic, no endless working from home, no isolation, simply no worries. Hence when we tried out the massagers in office, that’s exactly what happened and we decided to center the story around this subliminal experience, making massagers teleportation devices.”