Iodex has signed Saina Nehwal as its brand ambassador. Marking this, the brand has come out with a campaign featuring the badminton star to showcase their Iodex UltraGel. Designed by Leo Burnett, the insight behind this campaign was the observation that people often hide severe muscular pain from their loved ones.

Not only that, they go about their day to day lives and smile as they talk to family and friends. The smile is false as they are suffering from acute pain. Iodex, through this campaign, attempts to remove that false mask of happiness from people's faces.

Iodex UltraGel has diclofenac which provides instant relief from muscular pain. This becomes even more important for a sportsperson like Saina since she needs to be active and on her feet all the time.

Amit Nandwani, Executive Creative Director, Leo Burnett, said, "Women putting up a brave face in day-to-day life to hide pain is a human truth that connects with everyone. Iodex UltraGel, with its unique formulation, can put an end to their silent suffering. We needed to drive home the point in an emotional, yet hard-hitting manner. I think the device of a smiling mask does it really well as it's not just visually stark and cut-through, but also makes for a refreshing piece of communication in the category."

The TVC opens with Saina playing her sport. But she explains that as a sportsperson, she has to face injuries regularly. And sometimes she ignores these and hides these from her family, friends and fans. After a match ends, while the spectators cheer and celebrate, Saina herself sits back and buries her face in a towel to hide the pain. When the towel is removed a masked face is seen smiling, interacting with the crowd, giving autographs and posing for pictures. However, then she decides that she won't hide behind the mask again. Saina now uses the Iodex UltraGel which helps her heal faster so that she can smile for real.

The TVC ends with Saina accompanied by hundreds of women throwing away their mask and saying "Iodex UltraGel apnao, dil se muskurao" (Try Iodex UltraGel and smile whole-heartedly).

Credits:

Creative Agency: Leo Burnett, New Delhi

Creative team: Amit Nandwani (ECD), Kaushik Datta (CD), Ajitesh Verma (Copywriter), Mukul Upadhyay (Copywriter)

Servicing team: Shampa Maitra (Business Head), Alankria Narula (Brand Director), Kanav Sharma (Brand Associate)

Planning team: Rajeev Sharma (National Director-Brand Planning), Chandana Raizada (Strategy Associate)

Director of film: Bodhayan Mukherjee (Buddy)

Production House: Little Lamb Films

Media Planning: Mindshare

Courtesy: Bestmediainfo