Iodex takes up a noble initiative of setting up a ‘Massage Van’ with 4 foot massage machines that were handled and operated by volunteers for the devotees at the Pandharpur Wari 2022, the Biggest Rural Event of Maharashtra, dating from June 21 to July 10 (Ashadi Ekadashi). The brand started its initiative on 3rd July 2022 and ended it by 10th July 2022- a complete 7 days activation.
Lakhs of devotees came to seek the blessings of Lord Vithoba at the Vithoba Temple of Pandharpur, Maharashtra. Since Pandharpur Yatra is on the foot, it becomes exhausting for the devotees. More than 50% of the devotees, were aging above 50 years, who are liable for joint pains and leg aches after a long journey on foot. The foot massage machines provided relief to nearly 4500 devotees during the Yatra. As per the core objective of Iodex- It is for every pain, besides leg pains and foot aches, the brand considered pains in hands, arms, shoulders and back and hence, created gazebos that had masseuse who were applying the product and massaging with their hands. The gazebos attracted nearly 1500 devotees to take the massage.
The campaign recorded the visibility of more than 2 lakh people.
About Pandharpur Wari: Pandharpur Wari is an annual pilgrimage (yatra) for 25 days to the town of the deity of Hindu God Vitthal. This tradition is more than 700 to 800 years old. Around 20 Lakh warkaris or pilgrims join this procession on foot, which is for 20 days.
Mr. Rajesh Radhakrishnan, Chief Marketing Officer and Co-Founder, Mindwave Media highlights “We are helping healthcare brands like Iodex to achieve their objective of Brand Engagement along with community betterment. Purpose-driven marketing is a great way to find your audience and hit the right chord for your brands. We recorded an unbelievable response at the Massage Van as well as at the gazebo from the devotees. With the blessings of Lord Vitthal, a lot of appreciation for the idea at the event came along.”
GSK Consumer Healthcare Ltd is an associate of GlaxoSmithKline plc.of U.K, one of world’s largest consumer healthcare companies. We have a heritage that goes back over 160 years. Our purpose is to help more people around the world to do more, feel better and live longer with everyday healthcare products. Our goal is to build a global, growing business – we call a Fast Moving Consumer Healthcare (FMCH) company – dedicated to everyday healthcare with all of the scientific expertise and quality guarantees that demands, working at the speed and with the genuine consumer understanding the modern world expects.
We are one of the world’s leading over-the-counter (OTC) medicines company. We hold number one positions in OTC medicines across 36 markets, and are market leaders in specialist oral care.