Iodex helps women stretch beyond their limit through its new integrated campaign

Women are known to be the ultimate multi-taskers as they perfectly manage their home and families amid fulfilling their own dreams and ambitions. Bringing alive this insight, Iodex, a heritage brand in India since 1919, has introduced an all new campaign ‘Thodi Himmat, Thoda Iodex’ featuring acclaimed actress Swara Bhaskar.

Muscular pain is a frequent condition that can hamper one’s spirit and prevent from them 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.

Speaking about the new integrated campaign, Saurabh Nandi, Area Marketing Lead for Pain Relief and Respiratory Health for 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% to their home and family but also stretching themselves physically to give their 110% 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 the eminent film actress Swara Bhaskar playing a Bharat Natyam dance teacher. It begins with her teaching dance to her students, and she sprains her back while showing them a slightly difficult step. To this 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 hence needs to be courageous. Her husband is touched and applies Iodex on her sprained back reiterating the brand’s proposition ‘Thodi Himmat, Thoda Iodex’.

Speaking about the new campaign for Iodex, 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.”

Watch the ad here:

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

AGENCY CREDITS 

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