Iodex follows up its ‘Thodi Himmat, Thoda Iodex’ campaign with new TVC

Today women are stretching themselves and pushing their boundaries to grow as individuals and support their families financially. GSK Consumer Healthcare’s Iodex, India’s most trusted pain relief brand has beautifully captured this concept through its successful ‘Thodi Himmat, Thoda Iodex’ campaign. With the release of the latest television commercial the brand explores the narrative forward with a new storyline and fresh faces.

The campaign highlights the moments of physical pain that can drop a halt in the ambition of women.  Muscular pain is one of the most frequent occurences faced by them, which can have a damaging impact on both their health and morale. The commercial strikes the right chord in positioning Iodex as an ally to these women, and communicating an encouraging message to them for pushing their limits.

Naveed Ahmed, Area Marketing Lead- Pain and Respiratory, GSK Consumer Healthcare said, “With the latest television commercial, we have taken our ‘Thodi Himmat, Thoda Iodex’ campaign narrative forward with a refreshed storyline. The commercial further cites Iodex as the new age companion for these women, who are willing to challenge limits and explore options that are both unusual and new for them in order to fulfil desires of supporting their family financially or pursuing their dreams. Iodex salutes these women with a promise to be their trusted partner and stand by them through thick and thin.”

The film is the story of a woman who, beyond giving her 100% to household responsibilities, sells home-made spices through her online channel. It starts with her recording a video on the mobile late at night. As she finishes the video and picks up the mortar to clear the table, she ends up hurting her back. Seeing her in pain, her husband asks out of concern as to why does she need to work so hard. She replies by saying that she is doing all this to send their little daughter from Ambala to America for becoming a doctor. On hearing this, the husband is really touched and the film ends on a sweet note with the husband applying balm to her waist with a smile and reiterating ‘Thodi Himmat, Thoda Iodex’.   

Speaking about the campaign, Rajdeepak Das, MD India & Chief Creative Officer, Leo Burnett, South Asia said “This film is an apt reflection of the evolving role of women in not only urban but also small-town households of India. Women are no longer confined to the background as home-makers but are also donning entrepreneurial hats and taking charge of their personal and family financial and future goals. The start-up culture has helped women to channelize their talents in tangible ways and enabled them to become active contributors to their family and even the economy’s growth. This is a true human kind story of a brand with a purpose.” 

Apart from television, the campaign will employ digital as a touchpoint too. The film has been conceptualised by Leo Burnett India.

Agency Credits:

Dheeraj Sinha- Managing Director Leo Burnett India, Chief Strategy Officer- South Asia

Raj Deepak Das- Managing Director Leo Burnett India, Chief Creative Officer- South Asia

Ankit Singh- Senior Vice President- Strategy

Amit Nandwani- Executive Creative Director

Mukul Upadhyay, Pavneet Bhasin- Creative Directors

Gaurav Dudeja- Executive Vice President, Account Management

Tanya Baweja- Associate Vice President, Account Management

Karan Khanna- Brand Services Director, Account Management