Ad Campaigns
Chrome Pictures and Iodex launch ‘Iodex UltraGel+’ feat Rishabh Pant
Mumbai: Chrome Pictures, a trailblazer in the advertising and film production landscape, proudly announces its pioneering collaboration with Iodex, a renowned pain relief brand under Haleon (formerly GlaxoSmithKline Consumer Healthcare). This innovative partnership has given birth to the groundbreaking product, ‘Iodex UltraGel+,’ accompanied by a powerful television commercial (TVC) starring the dynamic brand ambassador, Rishabh Pant.
The marriage of style and emotion
In this revolutionary collaboration, Director Rai envisioned a seamless marriage between style and emotion, aiming to blend the essence of the product with Rishabh Pant’s personal journey. The TVC brilliantly captures the organic relationship between the product and Pant’s pursuit of excellence, highlighting a chapter of his life that is often unseen — the struggles, the darkness, and the relentless pursuit of success.
Authenticity in motion: Rishabh Pant’s personal journey
Unlike traditional endorsements, where actors play a role, Rishabh Pant’s authenticity shines through as he shares his personal journey. Rai masterfully captures the struggles that sportsmen endure in the darkness, unveiling the challenges that audiences may not have known. The TVC beautifully portrays Pant’s unwavering commitment to his goals, making it relatable to the newer generation.
According to Director Rai, “Creating the TVC with Rishabh Pant’ was an exhilarating experience. We aimed to craft a story that not only highlights the efficacy of ‘Iodex UltraGel+’ but also resonates with the spirit of triumph. Pant’s journey is a testament to resilience, and we wanted the audience to feel the authenticity of his struggles and successes.”
Haleon India pain and respiratory lead, area marketing India Subcontinent Bineet Jain commented on this exciting collaboration, saying, “The new Iodex UltraGel+ will redefine the pain relief landscape with its strong formulation and superior penetration providing all-day pain relief with no smell. With double power, Iodex UltraGel+ is the perfect ally for cricketer Rishabh Pant’s need for all-day pain relief while he prepares for his return to the field. As a heritage brand trusted for many generations, Iodex has always helped Indians achieve their dreams by effectively managing body pains, and this new launch is a testament to this commitment.”
Throughout the TVC, Iodex UltraGel+ emerges as Rishabh Pant’s constant companion in the face of hardships and pain moments. The narrative seamlessly weaves the product into Pant’s journey, showcasing how Iodex stands as a reliable partner through thick and thin.
‘Ab phir se jeetna hai’: The motto of unyielding determination
The punchline, “Ab phir se jeetna hai” encapsulates the ethos of unyielding determination. It reflects Pant’s refusal to stop in the face of challenges, emphasizing that the journey might be tough, but giving up is not an option.
The musical arrangement beautifully captures the essence of his journey, depicting moments of struggle, sleepless nights, and the unwavering determination to keep pushing forward.
Chrome Pictures continues to set new standards in creative excellence, pushing boundaries, and creating impactful narratives that resonate with audiences. This collaboration with Iodex stands as a testament to Chrome Pictures’ commitment to delivering visually compelling and emotionally resonant storytelling.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
