Moov has launched a campaign titled ‘Zindagi Ke Beech Dard Na Aaye’ (don’t let pain come in the middle of life), to inspire women across ages to pursue their dreams and aspirations without body pain being a deterrent in their way. Conceptualised by McCann World Group, the films with a strong women narrative also highlight how families can help one another fulfil their ambitions.
Both the films for the brand’s two variants - Moov and Moov Strong feature women as protagonists, who achieve their tasks, without letting body pain stop them. One of the films features a mother who injures her back by taking her daughter through difficult roads to complete her swimming training. However, knowing her selfless spirit, her husband applies Moov to her back and helps her get rid of her pain. The other film showcases a brother-sister relationship where the sister’s sprained ankle almost prevents her from competing in a bike rally, until she applies the product and goes ahead to perform the task.
Dilen Gandhi, regional marketing director, South Asia – health and nutrition, Reckitt, said, “Since its launch, Moov ads have been focused on women who would stop at nothing, no matter what challenges or pain they encounter in their path to reach and fulfil their ambitions. This campaign yet again is a celebration of women and families who stand by each other and come back stronger despite any hurdles that they may face. While our products can be effectively used by any individual experiencing pain, our ads in a small way pay a tribute to all those women who constantly do that extra bit to make their own dreams and the dreams of their loved ones come true.”
Kapil Batra, creative head, Delhi, McCann Worldgroup, said, “Moov has always believed that pain should never come in the way of our pursuits. Continuing with this thought, our new campaign is an ode to today’s woman, who would like to chase goals, come what may. The two stories capture this and show how Moov enables our women protagonists to live their life just the way they want to, i.e. being unstoppable.
Agency: McCann World group
Production house: Little Lamb Films
Producer and editor: Avishek Ghosh
Director: Bauddhayan Mukherji
DOP: Gaikar Sarkar
Music: Amar Mangrulkar
Sound engineer: Darshan Nair
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