Omnigel takes service-led activation to Kanwar Yatra pilgrims
Cipla Health’s Omnigel deployed shoulder-support devices, massage hubs and rest areas during the Kanwar Yatra, using a high-footfall cultural event to build relevance in hyperlocal markets across Uttar Pradesh and Bihar.
Cipla Health’s Omnigel ran a service-led Kanwar Yatra activation, offering shoulder-support devices, massage hubs and rest areas to pilgrims. The campaign targeted hyperlocal markets in Uttar Pradesh and Bihar and won ET Shark Awards 2026 recognition.
Why this matters
The activation extends Cipla Health’s Omnigel expansion after the brand introduced Maxstrong, its first sub-brand, in the 2% diclofenac category.
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