Cold therapy-inspired menthol-infused product targets muscle and joint pain
Moov has launched ‘Moov Cool’, a new product inspired by cold therapy. Infused with menthol, the product is designed to offer relief from muscle and joint pain caused by injuries, sprains, strains and muscle soreness associated with an active lifestyle.
A Reckitt Pain India DCG Demand Survey conducted in December 2021 with over 4,000 respondents in India revealed that nearly eight per cent of respondents experienced pain related to sports or exercise. Moov Cool provides an ice-like cooling sensation that helps numb the affected area and starts working in 15 seconds as per claims.
Kanika Kalra, Regional Marketing Director, Health and Nutrition, Reckitt South Asia said, “As one of India’s most trusted pain relief brands, Moov has been helping Indians deal with their pains for decades. With changing lifestyles, sports and fitness-related injuries have become more common and consumers are looking for innovative solutions for instant pain relief. To address these needs, we are delighted to introduce Moov Cool, a formula inspired by cold therapy that provides consumers relief from muscle and joint pains due to injuries such as sprains, strains and muscle soreness. This launch is a testament to our commitment to offering the best solutions to meet our audience’s evolving needs and further enhances our product innovation.”
To raise awareness of the new product, Moov has launched a campaign highlighting how Moov Cool can benefit fitness and sports enthusiasts, helping them manage pain and continue their activities.
Anupama Ramaswamy, Joint MD and Chief Creative Officer, Havas Worldwide India said, “Moov is bringing its cool therapy offerings for the first time in India, so we knew that the introduction of Moov Cool had to be impactful. With the focus being on fitness-related injuries, we dwelled into a dynamic world that spoke to fitness enthusiasts in a way that connected to them.”
