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Iodex helps women stretch beyond their limit and go that extra mile

‘Thodi Himmat, Thoda Iodex’ campaign, created by Leo Burnett India, shows how today’s women can take extra responsibility with Iodex helping them fight everyday aches and pains

Click on the Image to watch the TVC

Women are known to be multi-taskers while fulfilling their own dreams and ambitions. Bringing alive this insight, Iodexhas launched a new campaign ‘Thodi Himmat, Thoda Iodex’ featuring actress Swara Bhaskar.

Muscular pain can hamper one’s spirit and prevent anyone from going that extra mile. Iodex, through this campaign, aims to be women’s everyday ally by helping them stretch further and explore their true potential.

Saurabh Nandi

Saurabh Nandi, Area Marketing Lead for Pain Relief and Respiratory Health,GlaxoSmithKline Consumer Healthcare Ltd. (GSK), said, “With our new platform – Thodi Himmat, Thoda Iodex – we are talking to the modern woman representing a progressive India. These are women who are not only giving their 100 per cent to their home and family but also stretching themselves physically to give their 110 per cent to do something extra. The extra could come with the desire of supporting their family financially or following their pursuits. In this journey, pain is inevitable. And instead of giving up, Iodex wants to convey to these women that all they need is a little courage and a little Iodex. Iodex salutes these women and is their trusted partner that will help them stretch beyond their limits every single day.” 

The film features actress Swara Bhaskar playing a Bharat Natyam dance teacher. While teaching dance to her students,she sprains her back. Her husband questions her as to why she takes on so much work at once, be it her dance class or managing household chores. She says she wants to equally take on the financial responsibility and hence needs to be courageous. Her husband is touched and applies Iodex on her back, reiterating the brand’s proposition ‘Thodi Himmat, Thoda Iodex’. The film has been created by Leo Burnett India.

Rajdeepak Das

Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said,“Women are the backbone of any household in a way that they keep the entire family together. They want to do more with their lives, and yet equally contribute to their households. We thought this was an exciting insight to bring to life, especially since a woman’s invaluable contribution is rarely spoken about across the entire category. I’m confident the campaign will hit home with our consumers.”

The film has been executed by Prodigious India, Publicis Communications’ in-house, world-class production house.

GSK Consumer Healthcare Ltd.’s flagship product is Horlicks. GSK also markets and distributes a range of everyday health and wellness products such as Eno, Crocin, Iodex and Sensodyne.

The TVC:


Client: Glaxo SmithKline India

Brand: Iodex

Creative Agency: Leo Burnett India

Chief Executive Officer, Leo Burnett, South Asia &Publicis Communications India: Saurabh Varma

Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das

Chief Strategy Officer, Leo Burnett, South Asia: Dheeraj Sinha

Executive Creative Director: Amit Nandwani

Creative Team: Mukul Upadhyay, Kaushik Datta, Puran Choudhry

President, North: Samir Gangahar

Executive Vice-President: Saraswathi Laxman

Planning Team: Aditi Jain

Account Management: Alankrita Narula,Anooshka Mathur

Production House: Prodigious

Head, Prodigious India: Vandana Watsa

Producers: Anup Das, Rajdeep Wahi

Film Director: Bhavesh Kapadia

Mediums used: TV, Digital

Tags: Iodex
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