Moov has launched ‘Moov Cool’, an innovative product inspired by cold therapy. Fueled by menthol’s cooling prowess, ‘Moov Cool’ targets muscle and joint pain stemming from injuries, sprains, strains, and exercise-induced soreness, catering to the needs of the fitness-conscious populace.The launch is backed by insights from the Reckitt Pain India DCG Demand Survey, revealing that 8% of respondents cite sports or exercise-related injuries as a significant pain source. ‘Moov Cool’ steps in to address this segment, offering quick relief with its fast-acting formula, initiating relief within 15 seconds.
Kanika Kalra, Regional Marketing Director, Health & Nutrition, Reckitt South Asia, highlighted the product’s relevance, stating, “As a trusted pain relief brand, Moov understands the evolving needs of consumers. With ‘Moov Cool’, we’re providing an effective solution tailored to the demands of an active lifestyle.”
Anupama Ramaswamy, Joint MD & Chief Creative Officer, Havas Worldwide India, emphasized the strategic approach behind ‘Moov Cool’s’ introduction, targeting fitness enthusiasts through impactful communication.To bolster product visibility, Moov Cool has launched a television commercial spotlighting its role in the lives of fitness enthusiasts. The product is available in gel and spray formats, priced at ₹60 and ₹110 for 10g and 20g gels respectively, and ₹85 for 15g spray and ₹186 for 35g spray, across leading offline and online retail channels nationwide.
