Iodex, a brand from Haleon India (erstwhile GlaxoSmithKline Consumer Healthcare), launched its new Active Muscle Care Cream, a non-sticky cream designed to provide fast relief from pain and stiffness caused by everyday activities.
Addressing the growing need for effective solutions to combat muscle stiffness caused by daily activities, Iodex Active Muscle Care Cream provides relief to muscle stiffness with the power of four active ingredients: Boswellia Extract, Eucalyptus oil, Capsaicin Extract and Camphor. The new formulation provides a warming sensation to stiff muscles and helps improve blood circulation to provide fast relief.
The campaign will be amplified via a multi-media approach, engaging with audiences across TV, print and digital platforms. The new Iodex Active Muscle Care Cream will be available at leading pharmacies, supermarkets, and e-commerce platforms across India.
Using the song Dauda Dauda Bhaaga Bhaaga Sa to depict the fast-paced, physically strenuous daily lives that leave us in discomfort and pain, the national campaign conceptualised by Leo India, showcases how muscle stiffness hinders one’s ability to give time and attention to our loved ones.
The film presents a man’s sadness at being unable to play with his child at the end of a long day due to his pain, with Iodex Active Muscle Care coming to the rescue. The campaign aims to resonate with individuals who understand the importance of staying active and engaged in their daily lives, despite the physical demands they may face.
Link to the ad campaign:
Speaking on the new launch and national campaign, Pavan Wani, Category Leader for Pain and Respiratory, Haleon India, said, “For decades, Iodex has been a trusted part of Indian households, providing effective relief when pain strikes. Most individuals rely on common household remedies or rest at the end of each day to combat their physical discomfort or muscle stiffness arising due to daily activities. With Iodex Active Muscle Care, our aim is to aid you in getting relief from this daily pain and muscle stiffness. At Haleon India, our purpose is to deliver better everyday health with humanity, and this launch is a direct reflection of that. By providing an accessible and effective solution for muscle care, we’re empowering individuals to stay ahead of this stiffness, maintain an active lifestyle, and ultimately, take control of their well-being.”
