The message in the ad film, conceptualised by Ogilvy, is delivered in a unique way through personification of 'strong pain' and the 'icy' and 'hot' sensation
Sanofi India, makers of the Combiflam® range, the pain relief brand, launched an ad campaign for its topical analgesic Combiflam® IcyHotTM that provides effective relief to people suffering from strong pain.
The film conceptualised by Ogilvy, is a clutter-breaking ad with humorous undertones. The ad film was developed on the insight that pain can weigh one down and can derail one’s day-to-day life. Effective respite from pain can help people get back on track and move forward.
The message is delivered in a unique way through personification of ‘strong pain’ and the ‘icy’ and ‘hot’ sensation in the ad film. The ad opens with the shot of a middle-aged man dancing to the tunes of peppy, ’80s music. Oblivious to his knowledge, ‘strong pain’ suddenly attacks him from behind and hurts his neck. At that very moment, ‘icy’ and ‘hot’ come to his rescue and pin down ‘strong pain’. The product window then shows the dual benefits of the icy and hot action that provide long-lasting relief from strong pain before ending with the pack shot of Combiflam® IcyHotTM and the message ‘Strong pain ko do strong jawab’.
Combiflam® IcyHot™ comes with dual benefits. On application, it produces an icy and a hot sensation. The icy action reduces the pain, while the hot action relaxes stiff muscles to give effective pain relief.
Nikhilesh Kalra, General Manager, Consumer Healthcare, India and South Asia, Sanofi, said, “We understand how everyday pain affects the quality of life. No matter how much care one takes, physical pain of some sort will find its way to us. Strong pain needs an effective pain relief solution. Combiflam® IcyHot™ is a topical pain reliever available in a gel and spray format for instant and long-lasting relief to people suffering from muscle pains and sprains. Given the clutter in the pain segment, our ad is distinctive and hence, memorable, delivering the brand message and the product benefits in an engaging manner.”
Srreram Athray, Group Creative Director, Ogilvy said, “The Combiflam® IcyHot™ film is a quirky take on the pain we may suffer in our everyday lives that end up robbing us of vigour. We tried to deliver the brand message in a way that would resonate with most Indians.”
His partner Elizabeth Dias, Group Creative Director, Ogilvy added, “The overall look and feel, personification of the characters — strong pain, icy and hot and the hip music — lend a really positive vibe to the film and would surely bring a smile to your face.”
The campaign will have a 360-degree approach, including TV, digital and on-ground activation.
Sanofi is a global biopharmaceutical company focused on human health.
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