# Omnigel uses Kanwar Yatra to market pain relief 2026-08-06T15:51:09+00:00 | Business & Economy | Indian Opinion Desk Corroboration: 1 independent outlet Cipla Health’s Omnigel joined the 2025 Kanwar Yatra with a service-led campaign aimed at easing the physical strain of devotees walking long distances to collect Ganges water. With Pravis Consulting, the brand introduced Kandha Kawach, a shoulder support designed to redistribute weight and reduce friction. It also opened hubs offering free massages and resting areas staffed by trained personnel. Omnigel used regional media and long-form videos in Uttar Pradesh and Bihar to build local reach. Satish Sahoo, Cipla Health’s senior marketing director, said the experience was intended to shift the brand from a functional pain-relief product to an empathetic companion. The campaign won Gold in two categories at the ET Shark Awards 2026. ## Coverage - brandequity.economictimes.indiatimes.com Tags: Cipla Health, consumer brands, Kanwar Yatra, marketing, Omnigel Canonical: https://indianopinion.org/omnigel-uses-kanwar-yatra-to-market-pain-relief/ License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources. Cite: https://indianopinion.org/omnigel-uses-kanwar-yatra-to-market-pain-relief/#story-in-brief Review state: restored archive article, accurate at time of publication, not offered to search indexes.