You all must have seen the advertisements of balms (soothing ointment-like substances) by different brands. These brands ought to portray their products as the solution to the muscular pain experienced by the people. In the ads of these products, majorly female models are shown applying the balms on their backs to recover from the blistering muscular and back pain.
Now, a social media user has questioned the logic behind this aspect. In a video uploaded on Instagram, the user is standing in the market with a poster with a note written on it. The note read that brands like Moov and Iodex show only the backs of female models in their ads as if the backs of guys are made of Ambuja Cements. The people standing nearby couldn’t help laughing at the satirical take on these advertisements by the user.
One of the three persons passing nearby by the car appreciated the perspective on the balm commercials by the user and showed a thumbs up. Other people also loved it. The clip has garnered more than 8 lakh views. The social media user attached the popular track Lollypop Lagelu by Bhojpuri singer Pawan Singh to the clip.
As per reports, the logic behind conceptualising the balm ads around only female models was to strengthen the notion that women are the ultimate multi-taskers. The ads imagined them perfectly managing their homes and families amidst fulfilling their dreams and ambitions as well. Based on this insight, one of the most prominent balm brands Iodex, brought several ads majorly concentrating on the actresses. One of the popular ad campaigns of this brand is “Thodi Himmat, Thoda Iodex’ featuring acclaimed actress Swara Bhaskar.” This campaign aims to be women’s everyday ally by helping them stretch further and explore their true potential.
In an interview with the AD Gully, Saurabh Nandi talked about the new integrated campaign. Saurabh is the Area Marketing Lead for Pain Relief and Respiratory Health for GSK. According to him, “With our new platform – Thodi Himmat, Thoda Iodex – we are talking to the modern woman representing a progressive India. These are women who are not only giving their 100% to their home and family but also stretching themselves physically to give their 110% to do something extra.”
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