Omnigel: Jewel of relief

Madhurya Alankaar, Rhea Jain

Omnigel, the pain recovery gel, integrated its product into amulets to target workers at a major religious festival in India.

Campaign details

Brand: OmnigelBrand owner: CiplaAgency: Geometry EncompassMarket: IndiaIndustries: Non-prescription, OTC productsMedia channels: Online video, Outdoor, out-of-home, Product sampling, Radio & audioBudget: Up to 500k

Executive summary

Cipla, India’s leading pharmaceutical company, wanted to launch Omnigel, India’s number one pain recovery gel, in the northern part of the country. Being a new entrant, we also needed to cast a lasting impression by demonstrating Omnigel’s effectiveness.

Targeting Magh Mela, the country’s largest annual gathering with more than 80 million devotees, and competing against more than 150 brands, we...

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