Geometry Encompass helped Omnigel create a campaign for Rahat Ratna to salute the selfless spirit of the workforce at Magh Mela.
Experiential marketing agency, Geometry Encompass has crafted an advertisement for Cipla Health’s Omnigel pain recovery gel. Respecting the spirit of the helpers and workers at the Magh Mela event held every year, the campaign portrays their altruistic service.
Rahat Ratna is an amulet holding the pain recovery gel that workers can wear around their neck. They are shown to have easier access to Omnigel during moments of pain. The activation also involves a support system facility called ‘Dard Mukti Kendra’, Pain Recovery Centres, to distribute ‘Rahat Ratna’ to ‘Sahayaks’.
Magh Mela is held in the pristine city of Allahabad which hosts millions of devotees. The large gathering is managed by taxing efforts of policemen, boats-men, cleanliness crew and volunteers who come together to make the event a grand success. While the devotees perform their religious duties at their own convenience, it is the Sahayaks that exhibit selfless devotion by making it easier for others to find salvation.
Commenting on the campaign Shivam Puri, CEO, Cipla Health said, “We feel privileged to be a part of the Magh Mela and to have the opportunity to service the undeterred Sahayaks. Our initiative aimed at generating greater awareness about the brand and informing a larger audience about its multidisciplinary uses, especially the community that usually suffer from body pain but end up overlooking it due to lack of knowledge.”
Madhurya Alankaar, Creative Group Head, Geometry Encompass, talking about the campaign sais, “Inspired by ornaments, keeping in mind the cultural significance a ‘Ratna’ holds in every Indian’s life. ‘Rahat Ratna’ serves as an innovative medium of sampling Omnigel is available in times of need for our real-life heroes, Sahayaks.”
Utsav Parekh, Business Director, Geometry Encompass says, “The campaign is conceptualized in a way that addresses what is less obvious to the eyes. We wanted to appreciate the real heroes of a massive rural event like the Magh Mela. We and the brand, both believe in the power of storytelling and connecting with our consumers on a deeper level. It is all about using a platform to bring about a change, both from awareness as well as an application perspective.”