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Move Over For The New Moov Heat Belt

The new campaign including a TVC has been conceptualized by Ignite Mudra.

BestMediaInfo Bureau | Delhi | March 7, 2011

Ignite Mudra has come up a new campaign for Moov Heat Belt. The agency has conceptualized a TVC which launched last week on leading television channel across the country.

Moov has been a leader in back pain relief products for the last twenty five years. Its success in this segment has spurred it to extend its range and introduce new product variants, namely 'Moov Spray' and 'Moov Neck and Shoulders'. It has now decided to leverage its brand equity by adding several other pain relief products to its portfolio. And, the newest kid on the block is Moov Heat Belt.


The Moov Heat Belt is an electrical heating pad that can be strapped around the waist and joints to provide immediate relief from pain. It is hassle-free to use and provides uniform regulated warmth, as compared with the inconsistent temperature of a hot water bag. You also avoid the effort of heating hot water and the risk of burning yourself. The core target group of Moov Heat Belt is the 50+ chronic and severe backache sufferers. In keeping with this, the Moov TVC features a lonely old couple but avoids the stereotype of depicting them in a sad light. Rather, it captures them in a slice of life situation. They have just had an argument and (typically) since the man’s ego is bruised, he stops talking and only communicates through gestures, clearing his throat loudly and pointing to objects with his eyes and eyebrows. The deft use of light humor for a pain relieving product sets the TVC apart from the normal clutch of commercials for similar products. The heat belt is effectively depicted as easy to use and hassle free as compared with a hot water bag. The tagline “Button Dabao, Dard Bhagao” also aptly sums up the convenience and effectiveness of the product.


President and Head: Chandan Nath

CCO: Bobby Pawar

Creative Director (Art & Copy): Vivek Singh

Account Planning: Krishnaraj Bhat, Siddhant Lahiri

Account Management: Medhir Pandya, Devyani Das, Janaki Oza, Pranshu Jadon

Director: Bipin Nadkarni

Production House: Opticus Picture Company

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