The latest television commercial for Moov, the pain reliever from Paras Pharmaceuticals, is a collection of moments, where a woman gives in to her inner child. Ignite Mudra, the creative agency, have titled it ‘Janani ’thus paying a tribute to women.
The campaign seeks to take the traditional ‘problem-solution approach’ further and build an emotional connect with the core consumer of the brand. The new communication will be accompanied by new packaging for the brand as it steps into the next phase of its journey.
The 15-second and 30-second ad versions will be run along with print, point of purchase, outdoor, radio and a viral as the main media platforms.
Sanjay Menon, executive creative director at Ignite Mudra, heads the team responsible for the campaign and the idea and the music was conceptualised by group head of copy, Akashneel Dasgupta. While explaining the concept behind the ad, Dasgupta says, “The attempt is to convey that you could do what your heart tells you, let the child within take over because there’s Moov to fall back upon.”
Menon also acknowledges the efforts put in by director Amit Sharma of Chrome Films by highlighting the subtle portrayal of the women from different parts of India in the film.
The lyrics have been written by Swanand Kirkare and Mohit Chauhan has sung the tribute-like song.