For something that’s allegedly ‘ayurvedic’, this product has gone for an incredibly unnatural looking ad. And I don’t just mean the creepy spring joints – the model actually looks like a robot.

This is the strangest way to advertise pain remover than I’ve ever seen. I actually can’t even grasp the connection between the graphic and the product – if it were something that enhances flexibility, maybe. But removing neck pain? Maybe it’s something that makes you feel ‘light and springy’.

I can think of a few random ways to advertise this product that actually make sense – maybe retirement home folks leaping for joy instead of tween-sized gymnasts, or if you want to take the gymnast path, why not the 34-year-old Olympic competitor, Oksana Chusovitina, who somehow still wins medals on the world stage at a sport which declares you expired when you hit sixteen.

I just can’t find this visually appealing, as much as the concept might be interesting. I don’t even think of metal springs as particularly flexible; surely rubber bands or some sort of elastic meet the criteria better.

If this is the way of the future, I’m a little scared. I’ll admit to being excited by the idea that science will make me age slower, but replacing my bodyparts with anything metallic(that isn’t a pacemaker, at least) is just a tad too sci-fi for my liking.

Advertising Agency: Bhadra Communications, Bangalore, India
Art Director / Copywriter: Siju S Nair

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