From past few days Iodex has been airing this new commercial featuring a couple on their reception(marriage) party.
(sorry i could not get the commercial anywhere)
In the commercial the bride is suffering from backache which gets fine after applying Iodex in 5 minutes.This is first time when Iodex(or similar product ) has chosen such a young customer.Iodex always used old men ( or women) or middle aged working men who were more likely to suffer from back pain.
Remeber that rs 500 rupee note or old ‘Iodex maliye kaam pe chaliye’ ads
Even in ‘Moov’ ads married woman with kids were shown to suffer from backaches.
But as our society has changed over the years,IT,MBA etc etc,the problems faced by young too have changed.These days young generation complaining of back ache is neither a surprise nor a shock(even i suffer from it sometimes ; ) ).
So Iodex also has enlarged their target audience which didnt include the younger generation.Some would argue that iodex’s target audience is people suffering from backache.
What i mean is in the past commercials of Iodex,always middle aged people were shown.They never showed someone so young using their product.
Volini and Relispray also show young people in their commercials but both these actually cater a bit different market.Their target audience is young people suffering from small twists and pain due to sports like activities.
I dont know whether this really is what iodex thought but this is what is being perceived and may give Iodex some new customers.
IODEX-New Targetting !…
From past few days Iodex has been airing this new commercial featuring a couple on their reception(marriage) party.
(sorry i could not get the commercial anywhere)
In the commercial the bride is suffering from backache which gets fine after apply…
Yes it is indeed a very good observation. Iodex and similar pain relief balms always target middle aged women especially housewives. I’ve seen that ad and my first reaction to it was.. yeh age mein backache! so they are targeting the 20′s.
hi there…..rite now iodex is no where as moov amrutanjan and tiger balm have taken over the market…..so now they are trying to target younger gen…so what the point the brand has lost comletely i gues…
anyways nice article …..just wanted to add my view…
Thanks !
i second with you.
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It is a sincere try from ad agency of iodex to push the product… they have studied and researched (may be, but i feel so)that iodex’x competitor are relispray, tiger balm and move.
Relispray – it is youngsters choice. due to its handy application and spray bottle. also the add of relispray which shows the sportsmen.
move – the housewifes.
tigerbalm – no adds.
so now talking about iodex they had stopped their ATL (above the line) activities for eg. tv ads, fm ads news paper ads etcetc.. and they also changed iodex’s packing. iodex is like that only famous and has brand loyal customers in maerket which were old people. but now as the packaging changed, people changed and competition in market they have to target youngsters. so you see the change in iodex’s ads…