Iodex helps women stretch their limits

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

Iodex, through this campaign, aims to be women’s everyday ally by helping them stretch further and explore their true potential.

GSK area marketing lead for pain relief and respiratory health Saurabh Nandi says, “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 per cent to their home and family but also stretching themselves physically to give their 110 per cent 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.

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 that 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’.

Leo Burnett, South Asia chief creative officer Rajdeepak Das says, “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.”

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

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