· Moov scales up its marketing strategy launches new series of ads
· Olympic medallist, P. V Sindhu to endorse the new campaign
New Delhi, March 8, 2017: Moov, the market leader in pain management solutions today announced its new ad campaign ‘Apno ke liye MOOV karo’. In one of the TVC, Olympic medallist, P.V. Sindhu will be seen standing up to the nation spreading the key campaign message that Moov enables you to live through the expectations of your loved ones. With this campaign, Moov reinstates its market leadership in pain relief solutions through its product range in ointment and spray categories. The campaign theme of ‘Apno ke liye MOOV karo’ aims to enhance connect with the consumers.
Talking about the campaign and the association, Mr. Rohit Jindal, Marketing Head, RB India said ‘MOOV has a legacy of helping people get instant pain relief. With the new campaign we want to say that pain is a sign of pushing yourself to try harder. P.V Sindhu is the pride of our nation and her dedication and determination towards her game is unmatched. We are proud to associate with her as a brand ambassador for Moov. She inspires all of us to moov beyond pain and stretch what is possible.”
Talking about the thought behind the new campaign, Prasoon Joshi, CEO, Mc Cann World Group India said, “MOOV is a dynamic brand and this an insight campaign to further create a stronger brand connect. We really value our relationship with Reckitt Benckiser. We have already taken Dettol from strength to strength with a great partnership with the entire team. With this campaign MOOV, am sure will come closer to our consumers”.
Commenting on the partnership, Olympic medallist P. V Sindhu said, “I feel overwhelmed to be associated with Moov which is spreading the important message of living a pain free life. I have used the product and recommend it to everyone for instant pain relief and hope that this association will bring relevance to their endeavour”.
About the campaign – Apno ke liye MOOV karo
In the stagnant category of rubs and balms, MOOV decided to beat market leadership with thought-leadership. The category demanded a fresh perspective on PAIN and subsequently on RELIEF. Pain has largely been depicted in clichéd narratives where the pain sufferer is shown as being unable to perform her chores or household responsibilities or has to compromise on an active lifestyle that gets interfered by incidents of pain. Consequently, even the depiction of relief has been around ‘restoration of normalcy’ - a homemaker back in the kitchen, a young couple back to playing sport, an executive running to catch a bus, etc. became markers of relief. All This demanded the depiction of pain with a fresh perspective. MOOV has always understood not just pain, but the sufferer in pain. Falling upon its legacy, Moov understands the impact of pain on people’s lives and thus, the role of pain-relief. Thus was born the idea – ‘Apno Ke Liye MOOV Karo’.
About the TVC –
The ad campaign was launched in January with their first ad featuring a working mother engaging with her child and doing everything possible to bring joy to their family. The ad showcases that the protagonist chooses to apply Moov and get rid of pain, hence making a right choice for herself and her family. It depicts the essence of the communication which Moov is trying to bring forth.
In the series, the second ad campaign by MOOV has been shot with Brand Ambassador P.V. Sindhu. It brings alive P.V. Sindhu, an Indian athlete with huge fan following, practicing at one of the courts before a big match when she pulls her muscle while trying to pick a drop shot. The stadium starts filling with people in anticipation, the world starts preparing to watch the much awaited match (depicted in the TVC through various ways). That’s when P.V. Sindhu reaches out for a MOOV spray and shows her determination by rising for the occasion and kicks off the pain with her MOOV spray. She takes a moment to settle and finally stands up for her fans and supporters, thus saying – ‘Apno ke liye MOOV karo’.
Watch the TVC, here: https://www.youtube.com/watch?v=siUwUqroI6w
About RB
RB* is the world’s leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in London, Dubai and Amsterdam, and sales in most countries across the globe. The company employs approximately 37,000 people worldwide.
Inspired by a purpose to deliver innovative solutions for healthier lives and happier homes, RB is in the top 20 companies listed on the London Stock Exchange. We are the global No 1or No 2 in the majority of our fast-growing categories, driven by an exceptional focus on innovation. Our health, hygiene and home portfolio is led by our global Powerbrands including Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Cillit Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French’s. Our Powerbrands represent 80% of net revenue.
RB is redefining the world of consumer health and hygiene. Our people and unique culture are at the heart of our success. We have a drive for achievement and a passion to outperform wherever we focus, including sustainability where we are targeting a 1/3 reduction in water impact, 1/3 reduction in carbon and 1/3 of net revenue from more sustainable products. We are proud to be Save the Children’s largest global partner, with a new vision to radically reduce one the world’s largest killer of under 5s, diarrhea.
For more information visit http://www.moov.co.in/
*RB refers to Reckitt Benckiser (India) Private Limited