Moov has introduced ‘Moov Cool’, a groundbreaking innovation inspired by cold therapy. Engineered with the invigorating essence of menthol, the latest product is tailored to alleviate muscle and joint discomfort attributed to injuries, sprains, strains, and muscle soreness commonly experienced in an active lifestyle.The launch of Moov Cool follows insights from the Reckitt Pain India DCG Demand Survey, conducted in December 2021, which revealed that approximately 8% of respondents identified their pain incidents as sports or exercise-related. Addressing the spectrum of fitness-related injuries, including muscle soreness, sprains, and strains, Moov Cool harnesses the potency of menthol to deliver an ice-like cooling sensation, commencing its action within a mere 15 seconds.
Kanika Kalra, Regional Marketing Director, Health & Nutrition, Reckitt South Asia, underscored the significance of Moov Cool’s arrival, stating, “As one of India’s most trusted pain relief brands, Moov has been aiding Indians in managing their pains for decades. With evolving lifestyles and the surge in sports and fitness-related injuries, consumers seek innovative solutions for instantaneous pain relief.”
Anupama Ramaswamy, Joint MD & Chief Creative Officer, Havas Worldwide India, emphasized the impact of Moov Cool’s introduction, aligning it with the needs of fitness enthusiasts and positioning it as an essential aid in their journey towards optimal performance. To augment awareness about the product, Moov Cool has rolled out a television commercial spotlighting its role in the lives of fitness and sports aficionados. The product is readily available in two convenient formats, gels, and sprays, at leading offline and online retail outlets across India. The range encompasses 10g and 20g gels, priced at ₹60 and ₹110 respectively, along with sprays available in 15g at ₹85 and 35g at ₹186.
