Omnigel from Cipla Health has launched a series of 20-second films to reinstate its product benefits. The TVCs humourously narrate the importance of opting for the right product for pain recovery.
They depict how consumers casually ask for over-the-counter medicines for quick relief. The communication focuses on the brand's USP by establishing Diclofenac formulation as superior to any other ordinary pain care solutions. The big idea of the campaign is 'Jadd Se Dard Ko mitaye’ (get rid of the pain from the source).
Shivam Puri, CEO, Cipla Health, said, “Being true to the core of the brand, Omnigel’s latest TVC takes a refreshing route to showcase the product benefits that have been scientifically proven and intends to educate the consumer without intimidating them. We have taken the humorous route to connect with our consumers through real life scenarios, and help them make the transition towards focussing on eliminating the root cause of pain than availing surface level temporary relief measures. It is important to shift mind-set from ‘plain’ relief to pain recovery to spring back in action. Further on, we are grateful to our consumers who have bestowed their trust in Omnigel all these years making it India’s no1 pain recovery gel.”
The films will be aired in eight Indian languages across TV channels as well as digital platforms.
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