Nise Gel asks why hide the pain; takes humour route to promise better relief

Nise Gel, a pain relief gel from the house of Dr Reddy's, has rolled out a TVC. The ad film has been conceptualised by Lowe Lintas.

 

The film features a heavyset man travelling to his village with his wife and young son. While passing the village streets, spotting children indulging in diving and dangling from trees, he recollects his childhood memories and says 'Bachpan mein, main bhi aise hi' (in my younger days even I would do such things). The wife and son look at him, unimpressed. He then stops by his school. A ball comes in his direction and a child shouts out to him to throw it back. He throws and hurts his back while doing so, but looks to hide the pain. On reaching home, his wife, who notices this, offers him Nise Gel, while delivering the message: why hide the pain when you can get rid of it? The gel's claim of better relief is then spelt out.

 

Credits

 

Client: Dr Reddy's

Brand: Nise

 

Creative agency: Lowe Lintas

Account management: GV Krishnan, Sudhir Nayak

Creative director: Abhijit Ghosh

 

Production house: Bakery Film