Iodex UltraGel brings alive consumer testimonials in latest campaign


With depictions of specific types of pain in the ads, Iodex endeavors to stay true to these emotions and relationships and be their ally in their daily lives.

Body pain is a growing concern in India, affecting people of almost all age-groups. One in every two people suffers from body pain. Iodex UltraGel, from GSK Consumer Healthcare’s pain relief brand- Iodex launched its digital campaign on YouTube and OTT platforms targeting various consumer cohorts, who are most susceptible to pain. Relationship with pain is diverse for different people, and so is their response to pain treatment.

The campaign addresses three primary target audiences- Office GoersHomemakers, and Chronic sufferers, who suffer from neck and shoulder pain, back pain, and joint pains respectively. The campaign leverages the true power of digital for targeting, where a different creative is served to different audiences basis the kind of pain experienced by them.

The films highlight a working professional who often gets neck and shoulder pain due to long working hours in a work from home set-up, a senior citizen who had to stop his cherished morning walks due to joint pains, and a homemaker who had to give up her favorite hobby- gardening due to backache. It sheds light on the interruption of their lives by pain. Iodex UltraGel, which is a diclofenac laden emulgel, helps reduce internal inflammation & treats pain at its root, thus helping consumers overcome these pain-led interruptions. 

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Speaking on the campaign, Vijay Sharma, Area Marketing Lead, OTC & Expert Marketing ISC, GSK Consumer Healthcare added, “We have always endeavored to place our consumers at the core of all our communication. Iodex is a brand that has helped consumers across cohorts for more than 100 years, but it is for the first time that we have attempted to create individual communication specific to each cohort to enhance consideration and brand love. Each of the digital films captures moments of pain existent in the lives of these audiences in the current times, helping them resonate with the brand and positioning Iodex Ultragel as the trusted ally in the lives of these people.”

The targeting identifies working professionals, homemakers, chronic sufferers across Google and OTT platforms (YouTube, Hotstar, Sony Liv, and ZEE5) in 4 languages (Hindi, Tamil, English, and Bengali), with a projected reach of 38Mn across top 13 cities.