MUMBAI: A body pain can upset your daily schedule. In a fast paced life, we're constantly on the go and there’s no room for any downtime. Crocin Advance comes in handy at those times when a sudden pain slows you down and you need to be back in action real quick.

‘Not a moment to lose’, is what Grey group India's new campaign for Crocin Advance tries to bring to the fore. The campaign depicts the situation of an ambulance driver and how, given the critical nature of his job, he can’t afford any downtime when there are others depending on him. It also includes a doctor’s recommendation of Crocin Advance for the first time ever. Thus, further validating its legitimacy and effectiveness.

Grey group India north president Ketan Desai said, ”The communication challenge was to convince the consumers that Crocin Advance has Optizorb formula that releases medicine in five minutes. TVC is engaging that leverages a deep insight & creates a strong story. It establishes competitive superiority vs. other Paracetamol tablets strongly.

Grey group India executive creative director Varun Goswami added, “The campaign started with a simple realisation that while pain can strike at any time, there are some situations in which a person can’t afford to let that pain slow him down. This is the story of one such individual.”

It will be spread across different media, comprising of a T.V. commercial, press ads and POS.