To tackle one of India’s most pressing issue- neck pain, Mankind Pharmaceuticals has appointed Story Digital, a Delhi-based creative agency, as the Agency Of Record (AOR) for all things creative and digital for its flagship brand- Nimulid Strong.
This partnership comes as Nimulid Strong gears up to keep India’s head-nodding, neck-tilting, and shoulder-shrugging game strong- because, in a country where gestures speak louder than words, there’s no room for neck pain to cramp one’s style.
Prior to coming aboard as partners to Mankind Pharma, the creative professionals behind Story Digital also worked on campaigns for Wild Stone, Ambuja Cement, ACC, Rockford, Renee Cosmetics, Baazi Games, Swiggy, WOW Skin and Life-sciences, Prestige, Timex, Mahindra Rise, Toni&Guy, Priyagold and more.
With this development in place, the creative agency will be responsible for crafting top-of-the-funnel strategies that crank up TOMA (Top of Mind Awareness), spark virality with their flair for innovative digital campaigns and fresh brand solutions, etc. to make Nimulid Strong the talk of the town.
As part of the same, the agency has also launched the first campaign for the brand, titled- ‘Gardan Hilate Raho’, which puts the spotlight on India’s unspoken language of gestures, making sure that neck pain doesn’t rain on anyone’s parade- whether it’s a nod to one’s best friend’s brilliant idea, a shake at yet another plot twist, or just a classic agreeable wobble.
Commenting on the mandate win, Pratiek Sawhney, Co-Founder, Story Digital, said, “Pain has become way too serious in India- it’s almost like a daily ritual that sneaks up on you anytime, anywhere. With our campaign ‘Gardan Hilate Raho’ for Mankind Nimulid Strong, we’re here to keep things real and relatable. By tapping into our knack for spotting great insights, we’ve zeroed in on a fun and quirky behavioural twist that everyone can connect with.”
To this, Joy Chatterjee, AGM- Sales and Marketing, Mankind Pharmaceuticals, added, “We were looking for a partner who could address the specific challenges in our category. Story Digital offered valuable insights and a creative approach that aligns with our goals. We are confident that their team will effectively contribute to the success of the brand. With Nimulid Strong, we aim to target neck pain, offering a powerful 2X benefit of diclofenac, addressing consumer needs more effectively.”
