When you suffer from strong pain what does it feel like? Someone beating drums on your head, our body pinned down with heavy weights or the sharp pain in your back as if it were being cut with a saw! Using the devil as a personification to strong pain the communication aimed to use these insights of the feeling strong pain and bringing out Zandu Ultra Power Balm as the effective solution., thus reinforcing the brand positioning Kadak Dard ka Jawaab Kadak Balm.