Combiflam ICYHOT takes on ‘strong pain’ in its TVC created by Ogilvy

Sanofi India - makers of the Combiflam® range; India’s largest selling pain relief brand, launched the new ad campaign for their topical analgesic - Combiflam® ICYHOTTM to provide effective relief to people suffering from strong pains.

The film conceptualized by Ogilvy, 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.

The message is delivered in a unique way through personification of ‘strong pain’ and the ‘icy’ and ‘hot’ sensation in the ad film. The ad opens with the shot of a middle aged man dancing to the tunes of peppy, 80’s music. Oblivious to his knowledge, ‘strong pain’ suddenly attacks him from behind and hurts his neck. At that very moment, ‘icy’ and ‘hot’ come to his rescue and pin down ‘strong pain’. The product window then shows the dual benefits of the icy and hot action that provide long-lasting relief from strong pain before ending with the pack shot of Combiflam® ICYHOTTM and the message ‘Strong pain ko do strong jawab’.

When it comes to pain, consumers look for holistic solutions. Combiflam® ICYHOT™ comes with dual benefits. On application, it produces an icy and a hot sensation. The icy action reduces the pain, while the hot action relaxes stiff muscles to give effective pain relief.

Nikhilesh Kalra, General Manager – Consumer Healthcare, India & South Asia, Sanofi, 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.”

Speaking about the ad film, Srreram Athray, Group Creative Director, Ogilvy 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.”

His partner Elizabeth Dias, Group Creative Director, Ogilvy adds, “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.”

The campaign will have a 360 degree approach including TV, Digital and on-ground activation.


Campaign Details

Client: Sanofi India

Creative Agency: Ogilvy

Servicing: Rana Bawa, Cherojit Goswami, Ishan Sharma, Arnav Barman

Planning: Nirav Parekh, Shimoni Parekh

Creative: Srreram Athray, Elizabeth Dias, Siddharth Kumar, Kunal Khade

Director for the film: Ayappa

Production House: Early Man Film

Language: Hindi

Duration: 60 sec, 30 sec & 10 sec


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