Omnigel uses Kanwar Yatra to market pain relief

The Story in Brief

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.

The Indian Opinion

Calling every purpose-led campaign genuine is an easy marketing claim, and the company’s assertion of stronger loyalty has no figures attached. Yet the campaign did offer a physical service rather than just placing advertisements around a religious gathering. The useful test is whether Omnigel can show repeat use, brand consideration or sales growth after the yatra, not simply awards or social media attention.

Source: brandequity.economictimes.indiatimes.com

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