Amrutanjan has launched a campaign featuring Olympic medalists Mirabai Chanu and Bajrang Punia.
Conceptualised by RK Swamy BBDO, the film aims to promote its advanced body pain relief range of products.
The film features Chanu and Punia's journey towards becoming Olympic medalists, pushing through every challenge and muscle pain on their road to success. With the help of Amrutanjan's back pain roll-on and joint muscle spray range of products, they rise victoriously. The film ends with the tagline, 'Dard ki haar, aap ki jeet' (Pain's defeat, your victory).
S Sambhu Prasad, chairman and managing director, Amrutanjan Health Care, said,” Amrutanjan has always been a pioneer in pain management products, and is India’s trusted choice for effective pain relief over the years. We are delighted to offer our advanced body pain management products with performance-based claims backed by scientific clinical trials. For over a century, Amrutanjan has been endorsing a pain-free life for its consumers through its pain management range of products that are rooted in Ayurveda. The new TVC with Olympic champions Mirabai Chanu and Bajrang Punia will showcase our constant endeavour to provide instant and long-lasting pain relief and enhance the quality of life of consumers. Through this partnership, Amrutanjan wishes to nurture the unsung heroes and upcoming athletes by inspiring them to overcome pain and accomplish their goals.”
Mani Bhagavtheeswaran, chief marketing officer, Amrutanjan Health Care, added, “Chanu and Punia have become icons for the future generation. They inspire the youth with their persistent hard work and struggles to achieve their dream for India. They reflect the same values as Amrutanjan of never letting pain come in their way of victory. With this collaboration and stories of the athletes, we want to highlight the fact that we can overcome pain, and it should not stop you from achieving your dreams."
Navneet Virk, creative head – south, RK Swamy BBDO, said, “We wanted to deliver the message of achieving victory in life by defeating pain which is why we have focused on the narrative of 'dard ki haar, aapki jeet’. All of us face hurdles that stop us from accomplishing our daily missions, our tasks great and small. As a brand, Amrutanjan aims to put an end to the physical distress of its consumers with its advanced pain relief body range of products. By showcasing the vigorous training practises of the Olympians in the commercials, we wanted to convey that anything can be accomplished in life with the help of hard work, determination and Amrutanjan’s advanced pain relief products."