Amrutanjan Health Care has revealed a series of TV advertisements that will be featuring the Olympic medalists, Mirabai Chanu and Bajrang Punia. The company will roll out the commercials featuring both the Olympic medalists who will be seen promoting the brand’s pain relief products.
The main campaign idea revolves around overcoming the pain and achieving victory/success and the tagline has been set as “dard ki haar, aap ki jeet“.
The advertisement featuring weightlifting medallist Mirabai Chanu starts with her lifting the barbell at Olympics. Her mind flashes back to her childhood and training days which was filled with pain with the weightlifting but it is then when she applies Amrutanjan’s Back Pain Roll-On, and within 30 seconds she gets relief of the pain. Following which the advertisement focuses on her Olympic performance as she lifted the silver medal after fighting the pain.
Somewhat same advertisement has been set up for Bajrang Punia, where the wrestler is shown involved in vigorous training. While his earlier knee injury has also been depicted which had forced him to lose some matches. But the advertisements show that he applies Amrutanjan’s Joint Muscle Spray, and in the following scene he is shown holding the Olympic medal that he won in the Tokyo Olympics.
Navneet Virk, creative head for the South at R.K. Swamy BBDO that has directed the films, said: “By showcasing the vigorous training practises of the Olympians in the commercials, they wanted to convey that anything can be accomplished in life with the help of hard work, determination.”
Adding to that, S Sambhu Prasad, chairman and MD of Amrutanjan Healthcare, said: “The company has been a pioneer in pain management products and that the new commercial with the Olympic champions will showcase its constant endeavour to provide instant and long-lasting pain relief and enhance the quality of life of consumers.
“They inspire the youth with their persistent hard work and struggles to achieve their dream for India. They reflect the same values as us of never letting pain come in their way of victory. With this collaboration and stories of the athletes we want to highlight the fact that pain can be overcome and it should not stop you from achieving your dreams.”