Mumbai: Mankind Pharma, a pharmaceutical company has announced its entry into the topical analgesic market through its consumer business division. The company is introducing Nimulid Strong, a revolutionary gel and spray formulation specifically designed to address neck pain, a condition that significantly impacts overall body function.
Nimulid Strong boasts a unique selling proposition of containing two times the diclofenac concentration, promising faster relief for consumers suffering from neck pain. This strategic move is in alignment with Mankind Pharma's commitment to expanding its consumer healthcare portfolio and addressing critical pain management needs.
The launch is accompanied by a compelling video campaign titled #GardanHilaateRaho that highlights the cultural significance of neck movements in Indian communication. The campaign, voiced in Hindi, intertwines the importance of unrestricted neck movement with the efficacy of Nimulid Strong in alleviating neck pain. Therefore, to address the problem, the brand came up with a powerful campaign of Nimulid Strong that focuses on “Kaam Chalate Raho, Gardan Hilaate Raho.”
The video narrative ingeniously connects various scenarios where neck movements play a crucial role in non-verbal communication, from expressing anger and love to showcasing progress and even celebrating national victories. It emphasises how Nimulid Strong, with its powerful two-times diclofenac formulation, ensures that neck pain doesn't hinder these essential interactions.
Mankind Pharma Ltd vice president, sales and marketing head consumer business unit Joy Chatterjee shared, “Our entry into the topical analgesic market with Nimulid Strong marks a pivotal moment for Mankind Pharma's consumer business. By focusing on neck pain, which can severely hinder daily life, we aim to empower millions of Indians to live and communicate more freely. Our innovative 2X diclofenac formulation, paired with a resonant video campaign, showcases how integral neck movements are in daily interactions. The campaign's message, 'Gardan dard ka specialist' (Specialist in neck pain), positions Nimulid Strong as the go-to solution for this specific, yet widespread problem."
Nimulid Strong will be available in both gel and spray variants, offering consumers flexibility in application. The product is set to be distributed across pharmacies and modern trade outlets nationwide, supported by an extensive marketing campaign across various media platforms.
With the topical analgesic market in India valued at Rs 1488 crore, according to IQVIA, Mankind Pharma's launch of Nimulid Strong arrives at a pivotal moment. This strategic move aligns with the company's commitment to delivering high-quality, affordable healthcare solutions. By focusing on specific pain management needs, Nimulid Strong represents a significant advancement in Mankind Pharma's consumer healthcare segment, positioning the company to capture a substantial share of the expanding market through its established distribution network and strong brand reputation.
