Omnigel creates first-ever Rahat Ratna to aid unsung heroes of Magh Mela 2020

Provides pain-free experience to over 30,000 Sahayaks at the mela

Mumbai: Omnigel, India’s no.1 pain recovery gel from the house of Cipla will enable over 30,000 unsung heroes to operate in a seamless manner at the Magh Mela this year. Held in the pristine city of Allahabad from 10th January to 21st February 2020, Omnigel will provide one-of-a-kind pain recovery solution ‘Rahat Ratna’ that will assist Sahayaks to battle everyday body pain, get some relief and also speed up recovery.

Taking place once a year, various segments of workforce aka Sahayaks such as policemen, boatsmen, cleanliness crew and volunteers come together to make the Magh Mela a grand success. Given their selfless service and arduous efforts, Omnigel strives to acknowledge their contribution and make a difference to them whilst relieving their body pain.

Omnigel understands that large number of workers experience body pain while doing strenuous physical activity during winter season and the brand aims to resolve these concerns of Sahayaks at the Magh Mela through an innovative first-of-its-kind offering Rahat Ratna - an amulet holding the pain recovery gel to be worn around the neck. Basking in the spirit of the mystical celebration of this mela, the Rahat Ratna will pose as a must – wear accessory for the Sahayaks while making them feel connected and part of the event. While these Sahayaks continue to serve millions of attending devotees, they tend to overlook their own physical health. The portable nature of this bespoke product offering, will play a critical role whilst on the move and will come to their rescue by enabling them to spring into action instantly; if they endure any kind of body pain during the course of the service.

Commenting on this event Mr. R. Gopalakrishnan, Senior Vice President & Head - India Generics, Cipla Limited said, “With decades of trust and assurance, Omnigel India’s No.1 Pain recovery Gel focuses on constantly staying in touch with their consumers and make a difference to them by keeping them pain – free. We strongly believe that physical strain should never deter one from fulfilling their duties and hence our product’s advance formulation enables 2X faster recovery over providing temporary relief and works on the root cause of pain. We are humbled by the acceptance Omnigel has received in the Indian market and will continue to serve the nation by providing recovery from body pain in varied situations of life.”  

Additionally, Mr. Shivam Puri, CEO, Cipla Health commented, “We are privileged to be associating with Magh Mela which is one of the most awaited holy gatherings. With this event, Omnigel wants to pay tribute to the force -Sahayaks that form the core strength of Magh Mela. The brand will add value to these heroes who showcase exceptional service while undergoing physical pain by providing them a faster pain recovery solution. With innovation being the brand’s guiding spirit and the urge to enable them to work efficiently; we curated the Rahat Ratna especially for this mela to keep the spirit of the Sahayaks going. We are using this opportunity to engage with the core lifestyle of these Sahayaks and make life easier for them in our own little way.”

This association will take a deeper look into the lives of these Sahayaks, recognise all hardships they go through while managing massive crowd and showcase how Omnigel can act as a perfect recovery partner in physical strenuous situations. The mela will also have a Rahat Kendra which will essentially be a special care centre for Sahayaks to get some expert guidance on pain recovery methods, understand body ergonomics and unwind with quick body massages, soothing music and meditation. Additionally, Omnigel will be erecting unique seat – ups which will also double up as barricades for policemen constantly on their toes to help them rest and recover.

Latest Reads
Kirin Crayons Organizes Industry Roundtable on Indo-China Bilateral Trade relations & the Impact of Coronavirus

MUMBAI: Kirin Crayons, the leaders in providing integrated marketing solutions for Chinese brands to prosper in India in association with the International Advertising Association organized a roundtable discussion ‘WE STAND WITH CHINA’. The aim was to bring to light the Impact of Coronavirus on...

MAM Marketing MAM
Denver’s SRK Signature Collection, Maestro & Emperor launched

Denver, a leading brand in Men Grooming Industry has added all new Denver Signature range of deodorant body spray. The two new eminent of the collection, Denver Maestro & Denver Emperor has a magnificent odour for all men to keep smelling and feeling extraordinary. This series of Denver,...

MAM Marketing MAM
Fortune unveils a new logo and identity

MUMBAI: Fortune, a renowned food FMCG brand has unveiled a brand new logo and a wide range of product offerings. In the digital era, where the consumer’s attitude and behaviour have become extremely intuitive, the brand opted to focus on digital amplification to present it’s new identity across...

MAM Marketing Brands
ETMONEY launches India’s first tax rap ‘Tax Ka Bhoot’

MUMBAI: As Indians enter the last month for saving tax for this financial year, ETMONEY has launched a rap song featuring India’s newest dance sensation, TikTok star Yuvraj Singh, famously known as Baba Jackson and actor Biswapati Sarkar on the average Indian’s fight against the ‘Tax Ka Bhoot’...

MAM Media and Advertising Ad Campaigns
Sprite launches multi-lingual summer campaign

MUMBAI: Coca-Cola India has unveiled a new campaign ‘Garmi mein Doubt Hatao, Sprite Uthao’ for its sparkling beverage Sprite. The campaign in a light-hearted manner reiterates the brand’s core message of being the best refresher in the summer.

MAM Marketing MAM
Brand Street Integrated Executes Experiential Campaign for MTR’s New Product “Laban Stretchy Man”

MUMBAI: Brand Street Integrated, a leading marketing agency has executed an experiential campaign for “Laban Stretchy Man”, the new human-shaped, stretchy, fruit flavoured chews from Norwegian brand Orkla. The product has been localized by MTR Foods in India. This was a sales and sampling campaign...

MAM Marketing MAM
Prega News gives a new colour to Good News with #ImwithYellow camapign

MUMBAI: Despite many social and economical advancements that the society has witnessed in its journey to the 21st century, there are certian evils that still prevail here.  it’s disheartening to see how something as serious as sex discrimination still exists in our so-called modern society!

MAM Marketing MAM
UPI recorded transaction volume of 10.8 bn in 2019: Worldline India Digital Payments Report

MUMBAI: In 2019, the four forms of online payments -- debit cards, credit cards, Immediate Payment Services (IMPS) and Unified Payments Interface (UPI), recorded a combined transactions volume of over 20 trillion and combined value of over Rs trillion, reveals the annual Worldline India Digital...

MAM Marketing Brands
Red Abby to adjudge the best communication programmes that fight violence against women

MUMBAI: The Advertising Club and the Advertising Agencies Association of India (AAAI) will launch ‘The Red Abby’ award as a part of Goafest 2020.  ‘The Red Abby’ awards have been instituted to acknowledge the best creative works that address the issue of violence against women in society. The jury...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required