MOOV Expands its Messaging Beyond the ‘Overworked Housewife’


When it comes to advertising, Moov, the leading pain relief cream brand, is for the first time going outside the category codes. It has launched a new campaign called “Zindagi Ke Beech Dard Na Aaye.” The two brand variant films, Moov and Moov Strong, do not depict a helpless housewife who is unable to work due to pain.

Instead, they present the suffering as a by-product of following their aspirations and helping others. The first commercial portrays a mountain climber who has been injured and is unable to compete in a competition. This is when Moov Strong comes into play.

The second commercial also portrays a housewife, but this time in an entirely different setting. While driving a scooter along an uneven route to drop her daughter off at swimming practice, we notice her suffering from back pain. The lady encouraging her daughter to pursue her aspirations is a refreshing contrast from the brand‘s domestic messaging.

“Since its start, Moov commercials have been centered on women, who would stop at nothing, no matter what hurdles or hardship they meet in their journey, to accomplish and fulfill their ambitions,” Dilen Gandhi, Reckitt regional marketing director, South Asia – health & nutrition, said. This campaign is once again a celebration of women and families that stick together and come back stronger after overcoming obstacles. While our medications can be utilized by anybody suffering from pain, our advertisements pay homage to all those ladies who go above and beyond to make their own and their loved ones’ dreams come true.”

“Moov has always believed that pain should never get in the way of our pursuits,” said Kapil Batra, creative head, McCann Worldgroup, Delhi. Keeping this in mind, our new ad is a salute to today’s woman who wants to achieve her goals no matter what. The two stories capture this and demonstrate how Moov empowers our female characters to live their lives their way, i.e., by being unstoppable.”

In 2019, Moov launched a Diclofenac Sodium-based version to treat acute pain. It aids in providing immediate relief. Since the beginning of 2021, a couple of advertising for this product has changed away from employing a housewife in their messaging.

With these two carefully designed storylines for Moov and Moov Strong, Moov hopes to connect with individuals who recognize the value of a woman‘s contribution in their life.

Campaign credits

Agency: McCann Worldgroup

Production house: Little Lamb Films

Producer/editor: Avishek Ghosh

Director: Bauddhayan Mukherji (Buddy)

DOP: Gaikar Sarkar

Music: Amar Mangrulkar

Sound engineer: Darshan Nair

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