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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

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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.

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