MUMBAI: Sanofi India – makers of the Combiflam range – has launched the latest ad campaign for its topical analgesic Combiflam ICYHOT.  The ad film has been conceptualised by Ogilvy and drives the ‘Strong pain ko do strong jawab’ message of the brand. The campaign will have a 360 degree approach including TV, digital and on-ground activation.

As per the brand, the campaign is a clutter-breaking ad with humorous undertones that is bringing smiles on the face of viewers. The ad film was developed on the insight that pain can weigh one down and can derail one’s day to day life. Effective respite from pain can help people get back on track and move forward.

Sanofi general manager – consumer healthcare, India and South Asia Nikhilesh Kalra said, “We understand how everyday pain affects the quality of life. No matter how much care one takes, physical pain of some sort will find its way to us. Strong pain needs an effective pain relief solution. Combiflam ICYHOT is a topical pain reliever available in gel and spray format for instant and long lasting relief to people suffering from muscle pains and sprains. Given the clutter in the pain segment, our ad is distinctive and hence, memorable, delivering the brand message and the product benefits in an engaging manner.”

Ogilvy group creative director Srreram Athray said, “The Combiflam ICYHOT film is a quirky take on the pain we may suffer in our everyday lives that end up robbing us of vigour. We tried to deliver the brand message in a way that would resonate with most Indians, in a way never tried before within the category.”

Ogilvy group creative director Elizabeth Dias added, “The overall look and feel, personification of the characters – strong pain, icy and hot, the hip music lends a really positive vibe to the film and would surely bring a smile to your face.”