Iodex signs up Saina Nehwal as brand ambassador

GlaxoSmithKline signs up Saina Nehwal as brand ambassador for Iodex

Asks consumers to unmask their pain with the Iodex UltraGel


Click here to view high-res the TVC
Click here to watch on YouTube

Gurgaon, February 24, 2014- Iodex, India’s one of the leading topical pain reliever, has signed up Indian badminton player Saina Nehwal as its brand ambassador. The brand’s aspiration is to provide ’Caring relief from severe pains’.

It launched Iodex UltraGel with diclofenac as the key active ingredient, which is the No.1 doctor prescribed topical pain relief ingredient globally.

Lab study has now shown that diclofenac from Iodex UltraGel has a 90% higher speed# of delivery across skin than the leading prescribed* pain gel. From troublesome back aches to worrying joint pains, its ‘easy-to-use’ clear gel formula provides effective relief. Diclofenac acts to reduce inflammatory prostaglandins at the site of pain.

Speaking on the association, Jayant Singh, EVP Marketing- GlaxoSmithKline Consumer Healthcare said, “Products from our Wellness portfolio have been serving India for decades now. Muscular pain is a frequent condition that can hamper your spirit and prevent you from going that extra mile. Diclofenac in Iodex UltraGel penetrates almost twice as fast# than the leading prescribed* pain gel in the market and helps you defeat pain. The appointment of Saina and the new campaign for Iodex UltraGel has direct relevance with our global mission of enabling people to Do More, Feel Better and Live Longer. We are happy to have her on-board.“

Saina Nehwal said, “I have grown up seeing Iodex in my house since my childhood and I’m sure my parents and grandparents have done that too. I am delighted to be associated with a heritage brand like Iodex which is now also powered by high-science to provide effective relief from pain.”

Saina’s appointment was supplemented with an innovative media campaign which was kicked off on Saina’s Facebook and Twitter page. Within 7 days of the launch of the campaign, the new TVC has received over 1,80,000 views on YouTube and over 1,50,000 interactions have happened with the campaign on Facebook and Twitter.

The television commercial depicts the insight that we often face severe muscular pain in day-to-day life but are forced to smile through it, masking our pain. Even public figures such as Saina cannot afford to display their pain to the fans and loved ones. They end up trying to often mask it with a smile.

Iodex UltraGel helps people ‘unmask the pain’ and follow their dreams with a smile.

Developed more than 90 years ago in India, Iodex has been a household brand for decades and sells more than 5 million bottles every month. Iodex launched Iodex UltraGel in 2011 and is priced at Rs. 77 for a 30g tube. Iodex is available in a range of SKUs ranging from a Rs. 5 for a 3g bottle to Rs. 95 for a 45g bottle.

About GSK

One of the world’s leading research-based pharmaceutical and healthcare companies, GSK is committed to improving the quality of human life by enabling people to do more, feel better and live longer. For further information please visit

About GlaxoSmithKline Consumer Healthcare Ltd

A subsidiary of GlaxoSmithKline plc. of U.K, GlaxoSmithKline Consumer Healthcare has continually benefited from the technical and marketing inputs that have been available as a consequence of this association. GlaxoSmithKline Consumer Healthcare is the largest player in the health food drinks industry. The Company with its manufacturing plants located in Nabha, Rajahmundry and Sonepat has a total workforce of about 3475 people.

GlaxoSmithKline Consumer Healthcare has a strong marketing and distribution network in India comprising over 700 distributors and a direct coverage of over 8 lakh retail outlets. Its flagship product, Horlicks, is a widely regarded and highly respected brand for 150 years. The Company also manufactures and markets Boost, Viva and Maltova and in addition markets and distributes a number of products in diverse categories, which include prominent names such as Eno, Crocin and Iodex as well as products from the global portfolio like and Sensodyne.

India Media Enquiries ______________________________________________________
GlaxoSmithKline Consumer Healthcare|

Prajakta Bhosale / Kuheli Ray
Genesis Burson Marsteller| +91 9899043917 /| +91 9999783541

#Laboratory study on human skin suggests that Iodex UltraGel has a 90% higher speed of diclofenac delivery across the skin than the Leading non-prescription pain gel* in the market. Data comparison between 2&8 hours.
* Comparison with leading non-prescription diclofenac-based topical pain gel. Source: C MARC data between July-Oct’13.