Moov unveils ‘Moov Cool’ for instant pain relief

Moov, India’s leading pain relief brand, has introduced ‘Moov Cool’, a groundbreaking product inspired by cold therapy. Infused with menthol, Moov Cool provides effective relief from muscle and joint pain caused by injuries, sprains, strains, and muscle soreness associated with an active lifestyle.

According to the Reckitt Pain India DCG Demand Survey conducted in December 2021, involving over 4000 respondents in India, nearly 8% reported experiencing pain incidents related to sports or exercise. Moov Cool is designed to address these fitness-related injuries by offering an ice-like cooling sensation that helps numb the affected area and begins working in just 15 seconds.

Kanika Kalra, Regional Marketing Director, Health & Nutrition, Reckitt South Asia, commented on the launch: “As one of India’s most trusted pain relief brands, Moov has been helping Indians manage their pain for decades. With changing lifestyles, sports and fitness-related injuries have become more common, and consumers are seeking innovative solutions for instant pain relief. We are delighted to introduce Moov Cool, a formula inspired by cold therapy that provides relief from muscle and joint pains due to injuries such as sprains, strains, and muscle soreness. This launch reaffirms our commitment to offering the best solutions to meet our audience's evolving needs and further enhances our product innovation.”

Anupama Ramaswamy, Joint MD & Chief Creative Officer, Havas Worldwide India, added, “Moov is introducing its cool therapy offerings for the first time in India, so we knew that the launch of Moov Cool had to be impactful. With a focus on fitness-related injuries, we created a dynamic campaign that speaks directly to fitness enthusiasts.”

To raise awareness about the new product, Moov Cool has launched a television commercial (TVC) showcasing how it can support fitness and sports enthusiasts in their journey to becoming the best versions of themselves by alleviating pain.

Moov Cool is available in two convenient formats, gels and sprays, at leading offline and online retail stores across India. The range includes a 10g and 20g Gel priced at ₹60 and ₹110 respectively, and Sprays in 15g at ₹85 and 35g at ₹186.

Agency Credits:
• Creative Agency: Havas
• Chief Creative Officer: Anupama Ramaswamy
• Production House: The Film Folks
• Producer: Anshuman Chatterjee
• Director: Suraj Wanvari
• Music: Haroon-Gavin
Account Management:
• Managing Partner: Kundan Joshee
• Associate VP: Neha Gupta