We follow the consumer path to purchase journey: Pankaj Duhan, RB South Asia Health
Duhan, CMO, RB South Asia Health shares insights on the latest Moov product, roping in influencers and following PM Modi’s vision
In order to raise awareness on the increasing level of new age pains caused due to sedentary lifestyle, Moov has launched their latest product - Moov Advance Gel.
The launch is in line with PM Narendra Modi’s vision of a fit India. The brand also launched #MakeYourMoov Challenge with former cricketer Gautam Gambir.
A number of celebrities and social media influencers took part in the challenge and created quite a buzz on social media platforms like Twitter and Instagram. From Rakul Preet’s Anti-Gravity’s push-up to Malaika Arora Khan’s Bench Press to Arjun Rampal’s Crocodile Walk, these celebrities have encouraged their followers to make a ‘moov’.
On the product innovation and their latest campaign, Pankaj Duhan, CMO, RB South Asia Health, said: “Moov has been India’s trusted No. 1 pain relief brand since 1986, helping Indians deal with their back pain. We are constantly trying to make India and Indian family pain free. With the changing lifestyle choices, there was a need for a more targeted solution that helps with chronic pains occurring due to the sedentary and inactive regimes people follow. To promote an active lifestyle, we started the #MakeYourMoov challenge. The challenge forms a natural extension of the Fit India Movement launched by our Prime Minister Narendra Modi. The new Moov Advance Gel with Diclofenac, is the #1 active ingredient recommended by doctors is designed to tackle the lifestyle pains. Through the campaign, we are trying to encourage India to bring about smaller changes in their everyday life that will impact their overall health in the long run. And when all else fails, use Moov.”
Duhan shared some more insights with exchange4media
On market shares in the segment
We have 12 to 13 per cent market share in the cream segment.
How do you plan to advertise this range and what about the media effort?
We tend to follow the consumer path to purchase journey. We will delve into consumer’s life and figure out where to get the information. We will map out their journey and will choose basis on that. The digital medium plays a very effective role in today’s time.
Why is it the right time to experiment with this offering? Also, give us a sense of size of the segment?
Our intention is to make India more pain free and therefore provide more solutions. And our partnership with Fit India movement is a good way to start because the more you move, the lesser the pain. And if the pain doesn’t subside, then use Moov Advance. We don’t time it to the market. We want to do things which are right for the consumers. Pain segment is about 4,200 crore, it consists of creams, gels, balms and balms as well. This is growing to high single digit to lower double digits depending on the time frame.”
