Bengaluru, September 21, 2023 — Himalaya Wellness Company, one of India’s leading wellness brands, announced the launch of Rumalaya Active Spray’s new television advertising campaign aimed at providing consumers with quick and long-lasting pain relief. The campaign’s theme, “Rumalaya Active Spray: Your Pain Relief Partner,” showcases Himalaya’s commitment towards delivering clinically tested, safe, and effective pain relief lasting up to six hours.
In today’s fast-paced world, body aches and pains have become common occurrences for people of all ages and lifestyles. Whether it’s neck pain from hours spent on digital devices such as smartphones or laptops, muscle soreness after physical activities, back pain due to sedentary lifestyle habits, or joint discomfort that comes with old age, the need for reliable pain relief is more significant now than ever before. The campaign addresses two crucial factors that consumers prioritize: quick pain relief and long-lasting effectiveness.
Rumalaya Active Spray’s new TVC campaign is an all-India advertising campaign on television, covering leading national and regional channels, targeting key markets such as West Bengal, Maharashtra, Karnataka, and Tamil Nadu. In addition to TV advertisements, Himalaya is also advertising the product digitally on platforms like YouTube and Meta pan India to reach a wider audience. The campaign promotes the Rumalaya range of pain relief products, including spray, gel, liniment, and balm, to increase awareness about its diverse offerings.
“We have utilized digital platforms to target high-affinity consumers and drive e-commerce conversions. Himalaya has featured Rumalaya Active Spray ads during live Asia Cup matches and makes our products available in over one lakh outlets. Additionally, we engaged in experiential marketing through sampling activations at popular melas/gathering/fairs to reach a diverse audience,” says Vikas Bansi, Business Head-OTC, Himalaya Wellness Company.
He further added, “In order to complement consumer activation efforts, we have also conducted product detailing and sampling activities, along with Continuing Medical Education (CME) programs targeting relevant healthcare professionals, especially doctors specializing in pain management. With a foundation rooted in consumer insights and a comprehensive marketing strategy, we expect the Rumalaya Active Spray TVC campaign to generate significant consumer awareness and demand.”
Through extensive consumer research and immersions, Himalaya gained valuable insights into what drives people to seek pain relief solutions. While quick pain relief remains a hygiene requirement in our busy lives, consumers also desire products that offer long-lasting relief, allowing them to continue their daily activities without interruption. Consumers seeking safer alternatives are becoming increasingly wary of the potential side effects of medications. These insights led Himalaya to formulate Rumalaya Active Spray with a blend of seven active herbal ingredients, ensuring a safe and effective pain relief solution. The spray distinguishes itself as one of the first brands in the market to make a time-bound promise about the duration of pain relief, maintaining its effectiveness for up to six hours.