Ad Campaigns
Flamingo launches a hot-cold cocktail ad film for its ‘Cool Pack’ featuring Hrithik Roshan
Mumbai: Flamingo, the flagship consumer healthcare brand of Ascent Meditech has launched a TV commercial for its healthcare products – Cool Pack, featuring brand partner & actor Hrithik Roshan.
The latest ad comes on the back of its previously released campaign comprising three films around the central concept of “never say die” mentality, in November last year.
The TVC showcases how the assistive healthcare brand’s pain management products enable people of all ages, from millennials to the elderly, to manage pain in ways that are tailored to their needs. The brand film depicts the actor using the Cool Pack to treat his pain and swelling post an action scene, even as he flaunts the product’s benefits with the line “An aid for a new life”. The film, crafted by Zip Zaap Zoom Productions, takes forward the messaging expressed in the earlier three TV commercials as “Par hum kabhi haar nahi maante.”
“Hrithik’s character appeals to audiences of all ages who are influenced by his ‘Greek God’ features and dramatic action sequences,” said Ascent Meditech V P sales & marketing Rakesh Kumar. “This well-crafted commercial will undoubtedly persuade viewers to keep the Flamingo Cool Pack as a permanent product for relief from swelling and pain in their home refrigerator, thereby allowing them to apply it as and when it arises.”
According to Zip Zaap Zoom Productions director Roop Naik, the ‘hottest’ superstar and the ‘coolest’ cold therapy for reducing pain & swelling quickly through Flamingo’s ‘cool pack’ was a deadly cocktail to handle creatively. “So we put on our ‘thinking cap’ again and we came up with a creative way in which Hrithik as an actor faces his own perils & challenges during the course of his day-to-day shootings. In the ‘cool pack’ commercial he has performed a perfectly synced action sequence where he is looking ‘super-hot’ while knocking down some goons, while in the portion where he is using the ‘cool pack’ he looks ‘cool’ as the pain & swelling disappears and he gets back to action,” added Naik.
Flamingo is targeting metropolitan consumers and residents living in Tier 2 cities and small towns who can access this support to help them through moments of discomfort in their daily lives. The ad film will be broadcast on television across GEC, News, and Movie channels and amplified on social media and diverse digital platforms to offer customer education about how to use the product correctly. It will also be promoted through a variety of BTL activities in chemist shops in metros and Tier 1&2 cities across India, said the brand.
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Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
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