New Delhi: Analgesic brand Tiger Balm has launched a new campaign - #ToughAsATiger to mark the release of the movie- Sherni on Amazon Prime Video.

Vidya Balan starrer Sherni brings to light the story of a resolute female forest officer who beats all odds to fulfill her duty and Tiger Balm showcases the journey of strong-willed and tough Shernis everywhere with this campaign.

The analgesic brand’s Instagram feed also mirrors that of ‘Sherni’ in a spirit of solidarity towards women who can not only endure the pain but win over it. The brand also launched #ToughAsATiger Sherni Moments contest for users to take part in the contest.

Tiger Balm, as a brand, has transformed massively over a time of 100+ years across 100+ countries; all the while building a legacy of alleviating pain, discomfort, and their causes. The company’s belief is that no one should be constrained from leading a full and active life because of aches, pains, and everyday discomforts.