Tag: Gardenia Cosmotrade LLP

Tiger Balm launches #EyeOfTheTiger campaign

Mumbai: A trusted pain relief brand for 100 years, Tiger Balm is making stripes with its eye-catching Tiger’s Day campaign.

The campaign titled #EyeOfTheTiger transcends pain relief, aiming to ignite global awareness about the plight of tigers and inspire action for their preservation. This powerful message is delivered through a captivating infinite zoom animation effect, created solely with masks and original, hand-made illustrations by BC Web Wise.

The #EyeOfTheTiger launched with a single, arresting image: a close-up of a tiger’s eye. But within its depths lies not the expected fiery spirit, but a horrifying reflection – the reality of a tiger’s life seen through the eye of the tiger. This stark image instantly grabs attention and invites viewers to zoom into the destruction that tigers face.

The campaign doesn’t shy away from the harsh realities. Through a video experience, the tiger’s eye becomes a window into their world, which started out beautiful but is now on the brink of devastation brought by human actions. It confronts viewers with the devastating reality facing tigers through a powerful visual metaphor and song, inviting audiences to look a bit closer and deeper into the real life of tigers not just in our country, but worldwide.

The brand believes that while we have seen an increase in the population of tigers in recent years, we also must acknowledge the real threats that continue to plague tiger’s lives like climate change, deforestation, and illegal trading, all of which continue to take place still.

Gardenia Cosmotrade LLP (the exclusive distributor for Tiger Balm in India) designated partner Puneet Motiani said, “Tiger Balm has always been a symbol of strength, helping people overcome physical challenges. Now, we’re extending that strength to support the fight for tiger conservation. Their resilience inspires us all. Through #EyeOfTheTiger, we hope to ignite a wave of support. Together, we can ensure these magnificent creatures continue to roam free for generations to come.”

Gardenia board’s brand & marketing expert and advisor Pankaj Bhawnani added, “This campaign isn’t just about raising awareness, it’s about igniting a passion for protecting tigers. We want people to see the world through a tiger’s eye and feel compelled to take action.”

Speaking about the campaign, creative director Sonali Banerji, “We wanted to do something that was eye-catching yet impactful. As the name of the campaign suggests #EyeOfTheTiger we showcased what the eye of the tiger sees and how we wanted to establish Tiger Balm as a brand that stands strongly for the cause of tigers and get people to reflect with a video that is engaging. We used generative AI and created a song that truly resonates with the day and got our audience a masterpiece and feel what the Tiger sees.”

August 1, 2024
Tiger Balm named official pain relief partner for Federal Bank Kochi Marathon

Mumbai: Tiger Balm, a world-renowned topical analgesic brand under Haw Par Healthcare, through their distribution partner (Gardenia Cosmotrade LLP) in India, has joined forces with the Federal Bank Kochi Marathon (FBKM) as the official pain relief partner. With a legacy of over a century, Tiger Balm is a trusted household name synonymous with care, healing, and comfort.

As the preferred topical pain relief for athletes, Tiger Balm has been a sponsor for numerous marathons, triathlons and other athletic activities, including the Paris Marathon and the Singapore Marathon. Gardenia Cosmotrade LLP designated partner Puneet Motiani elaborated, “In this collaboration, Tiger Balm will play a crucial role as the Pain Relief Partner, offering support to participants during the run. We will establish touchpoints along the course to address any pain experienced by runners. Additionally, post the race, a dedicated Pain Relief Zone will be set up staffed by professional sports therapists to alleviate discomfort and provide essential care.”

Expressing enthusiasm about the partnership, a Tiger Balm spokesperson, Haw Par Healthcare general manager Keeth Chua stated, “We are excited to be the official Pain Relief Partner for the Federal Bank Kochi Marathon. At Tiger Balm, our philosophy revolves around creating products that effectively address discomfort. We are committed to allowing runners to concentrate on their performance while entrusting the pain management aspect to us, both during and after the run.”

FBKM project head Vipin Nambiar commented on the collaboration, saying, “It’s a fantastic opportunity to associate with Tiger Balm, a globally renowned brand, to support runners at a critical juncture. We extend a warm welcome to them in the marathon community and anticipate a longstanding partnership.”

In addition to the on-course support, Tiger Balm will have a presence at the expo, where they will engage with runners, address queries, and assist them in preparing for a pain-free race.

Scheduled for 11 February 2024, FBKM’24 will feature five categories: marathon, half marathon, 10-km run, three km green run, and #TheSpecialRun. The latter, a new addition this year, caters to individuals with physical disabilities and those requiring special attention. Cleosportz anticipates a participation of around ten thousand runners, including international athletes. FBKM is set to unfold on the World Athletics approved marathon route and the race will be conducted under the aegis of the Athletics Federation of India.

February 6, 2024
Bharat24 & Tiger Balm announce an innovative content feature

Mumbai: On Friday, Bharat24 announced its partnership with renowned and trusted analgesic pain relief ointment, Tiger Balm to launch an innovative campaign. Taking this ahead, Bharat24 is working towards appointment of a dedicated correspondent in every constituency of India and boasts of more than 4,000 on-ground reporters.

The channel has exclusively produced a special content feature creating effective synergy between core values of both brands “Tiger Balm – Dard Jahan, Asar Wahan.” The vignette features actors in the roles of a Bharat24 reporter and a cameraman who discusses the demanding professional life of journalists. The video promotes the key brand promise of Tiger Balm – the proven pain relief brand that’s trusted in over 100 countries.

Bharat24 CBO & strategic advisor to board Manoj Jagyasi said, “We adopted an aggressive revenue strategy since our launch. It is imperative for a new brand like us to look beyond the traditional TV advertising and offer a wide range of customised media solutions to deliver on the brand campaigns of our clients. I am delighted that Tiger Balm trusted us with creating something innovative for them. We will continue to innovate to offer customised content solutions that meet the needs of our advertisers”.

Span Communications’s Faisal Naseem said, “News channels play a pivotal role in media planning and channels like Bharat 24, even though a new entrant, believes in credible and unbiased news coverage. Bharat24 has immense potential and the dynamic energy to create greater awareness for our clients like Tiger Balm. It will also help garner good reach with FCT and innovations. Indeed, we are most happy to associate with them.”

“Tiger Balm, a brand tried, tested, and trusted by generations of Indians, is deeply rooted in our culture. We are happy to partner with a new evolving channel like Bharat24 for this campaign,” added Gardenia Cosmotrade LLP partner Puneet Motiani.

November 19, 2022
Gardenia appoints Madison BMB for Gatsby’s creative duties

Mumbai: Gardenia Cosmotrade LLP has entrusted Madison BMB, the creative arm of Madison World with the creative duties for its men’s grooming brand, Gatsby.

According to a statement, the agency will be responsible for defining the brand positioning for its entire range of products and creating a clear preference over the other brands in the men’s grooming space through compelling communication.

“India is a fast-evolving market when it comes to understanding the nuances of men’s grooming. Consumers are increasingly aware of the products available across segments like hair, face, and body,” stated Gardenia Cosmotrade LLP designated partner Puneet Motiani. “While we’ve always been a trusted brand, we’ve noticed a host of new brands enter this space in recent times. We’re a global brand backed by deep knowledge of both, the category and the consumer. Hence, we needed an able creative partner like Madison BMB who can help us position our existing range of products to create a clear preference in the minds of the audience.”

Gardenia Cosmotrade LLP provides a choice of multi-branded global personal care products which includes brands such as Gatsby and Tiger Balm. Gatsby, the brand owned by Mandom Corporation, Japan, is one of Gardenia’s most valued brands within the portfolio. The brand is now looking at reinforcing and expanding its presence in India through its constantly evolving product range for the young Indian males, said the company in a statement.

“The audience that Gatsby wants to connect with are early adopters with a plethora of choices when it comes to men’s grooming,” said Madison BMB CEO and chief creative officer Raj Nair. “The task for us has been to develop a brand world that not only communicates the benefits of the range of products but also builds a relatable and endearing attitude that the audience can easily connect with, particularly in the digital space. It’s a task that’s as exciting as it is challenging, and we look forward to creating memorable and effective communication for Gatsby.”

October 12, 2021