Micro Wellness taps Dhurandhar 2, Ranveer Singh for DOLO campaign

BENGALURU: Micro Wellness, the wellness arm of Micro Labs, has partnered with Dhurandhar 2, starring Ranveer Singh, to promote its flagship DOLO Pain Relief Spray, signalling a sharper pivot towards entertainment-led brand building.

The campaign is anchored in the theme “The Unstoppable Indian”, drawing parallels between the film’s high-octane narrative and the brand’s positioning around resilience and quick recovery. The idea is simple but effective: if life keeps moving, so should you.

The collaboration will roll out across multiple languages including Hindi, Tamil, Telugu and Kannada, ensuring a wide national footprint. At its core is a digital activation, #PainReliefKaDhurandhar, which invites consumers to share their own stories of grit and perseverance, adding an interactive layer to the campaign.

Speaking on the partnership, Micro Wellness head Diya Surana said, “Our collaboration with Dhurandhar 2 celebrates the unstoppable spirit of today’s India. With DOLO Pain Relief Spray, we aim to empower individuals to stay active, resilient, and unstoppable.”

The move comes at a time when demand for quick, convenient pain relief solutions is on the rise, fuelled by increasingly active and on-the-go lifestyles. By aligning with a mass-market action film and a high-energy star, the brand is aiming to stay top of mind with younger, aspirational consumers.

Industry observers note that such entertainment tie-ups are becoming a go-to strategy for brands looking to cut through clutter and build emotional resonance at scale. For Micro Wellness, the bet is clear: combine star power with storytelling to drive both visibility and trust.

As the campaign rolls out nationwide, the company is eyeing strong double-digit growth across key markets, hoping that a little cinematic muscle can translate into real-world momentum.