Moov

Moov - Brief

Objective:
To never give-up on life. To help drive the message across that pain of any form (whether physical or emotional) is just a part and parcel of life and you need to fight it and keep on moving ahead in life.

Target Segment:
Youth (age: 15-25 years)

Single-minded proposition:
‘At the times when you feel like giving up in life, you should motivate yourself to fight the pain and move on in life’

Why are we communicating?
Moov has always been associated, in all its communication, with talking about physical pain and representation of physical pain in day-to-day situations, thereby mostly targeting family audiences. This campaign however, attempts to talk to a younger target segment, about the pain of trying to overcome the setbacks and obstacles in life as hurt and disappointment shouldn’t keep you down in life. To never feel defeated by minor setbacks in life. To remind them that whenever you are let down, bogged down by problems, or feel defeated, seek inspiration and strength from within, to fight the pain and get back on your feet, fight the pain to move on.