Dr Reddy’s says you should never hide pain in spot via Lowe Lintas India for Nise D Spray

Nise, as a brand has been providing effective relief to consumers by killing pain over the years. Nise Gel has been available for more than one and a half decades and the new product which is in a spray format – Nise D Spray has just been launched to strengthen the OTC portfolio of Dr. Reddy’s.

VIEW THE SPOT

In this new tvc by Lowe Lintas India a couple with their child are travelling to their village. While passing by the village streets, the husband recollects his childhood memories and the local sports he used to play when he was a kid. The family reaches the school where the husband studied and he cherishes his good old days. He then tries to help kids playing in the school ground by passing on their cricket ball. He immediately hurts his back but tries to hide the pain. On reaching home, his wife notices and extends Nise Gel and Nise D Spray to him. The tagline follows “Nise Gel & D Spray – Dard ko mat chhupao. Maar Mitao”

Men are culturally hardwired to ignore and hide their pain, and suffer silently. As the providers in the family and also because of an archaic notion that showing emotion is ‘not a masculine attribute’, more often than not, they adopt a façade of gritty ‘machismo’ or wince through it – when confronted by pain. They are more likely to hide it and endure it silently than acknowledge it and verbalize their need for help.

This idea has been brought to life in a very relatable new commercial which shows a predicament that many adults find themselves in – experiencing pain after a sudden bout of activity but coping with it or hiding it in the presence of others.

Credits –

Production House: Bakery Film