Iodex HeadFast: Forehead is the new painful canvas

Making its foray into the headache relief category, with its latest commercial on air, the brand from the stable of GSK makes a new promise of instant relief.

Iodex, a brand synonymous with muscular pain relief in India, recently launched Iodex HeadFast, a balm to treat headache; the brand is the latest entrant in the country's Rs 900 crore pain balm market.

Research indicates that headache is a common ailment across different age groups and in some cases, occurs more than three times in a week. The communication challenge was to convey the fast action promise of new Iodex HeadFast to cut through the overcrowded (with tablets) and over-promised category.

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