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Baidyanath’s ‘Rhuma Oil’ campaign talks about pain management with a smile

Created by Thinkstr’s Gurgaon office, the 360-degree campaign kicks off with an online film

Ayurvedic company Baidyanath has rolled out a new campaign for its product in the pain management category- Rhuma Oil.

Created by Thinkstr’s Gurgaon office, the 360-degree campaign kicks off with an online film.

As per the company, the product is a potent Ayurvedic blend which is effective and efficient in providing long-lasting relief to the users from chronic pain without any side effects.

Ajay Sharma, Director, Baidyanath said, “Ayurveda has effective remedies for various health issues and lifestyle-ailments. Consumers have realised the effectiveness of Ayurveda in immunity building and have readily adopted it. Seeing this, we felt it was imperative to introduce the consumer to the benefits of Ayurveda in pain management. Modern India is moving at a fast pace, which can induce stress and strain ultimately leading to joint, back, neck pain. The aging population is also plagued with lasting joint pain. Our goal with this campaign is to make them realise that pain doesn’t have to be a lifelong companion”.

Ramesh Yadav, CMO, Baidyanath, said, “The ad approaches an otherwise serious category of pain management with light humour, building a strong empathetic narrative around the brand’s role in a consumer’s life. The situations in the ad depict a slice of life at various stages and are thus highly relatable and evocative. Through this campaign, we are encouraging consumers to move forward and take on every challenge that comes their way with ease and greater confidence”.

Satbir Singh, Founder, Thinkstr, added, “The idea was to do something sticky and memorable in one of the oldest advertising categories: pain. The campaign, like Rhuma Oil itself, will bring a smile to the consumer’s face.”

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