Topical Pain Reliever, Volini Thanks Women With A Pat On The Back On Women’s Day [Case Study]

Case study of Volini Pat on the Back, where the pain reliever brand enabled people to acknowledge the special women in their life on Women's Day using Facebook and a microsite

volini pat on the back

volini pat on the back

The brand

Volini started its journey in 1994 as an ethical brand for topical pain relief, before it was switched as an OTC product in 2007. Volini has been scientifically formulated for effective pain relief and is recommended by experts. The brand has seen phenomenal growth since its switch to OTC, and it stands as the second largest brand in the topical pain reliever category today. Despite going OTC, Volini continues to remain No 1 doctor prescribed brand in topical pain relievers. Volini is seen as a modern, premium innovative brand offering effective products. It is available in gel and spray formats across various SKUs.

The agency

WATConsult is a digital and social media agency that helps brands connect, converse, collaborate and co-create with its target customers. WATConsult is a full service digital media agency with deep capabilities across creative, media, technology and analytics services in digital media. Be it social media marketing, mobile marketing, digital media campaign management, social/mobile app, online reputation management or digital analytics. Headquartered in Mumbai WATConsult has network offices in Noida, Bangalore and Kolkata.

Problem Statement

Volini wanted to break away from pain relief and intended to connect with the masses on an emotional level. With the core idea of acknowledging and appreciating the efforts made by women to give us a pain-free life, Volini launched the pat on the back campaign wherein people applauded the special women in their life.

Identified Objectives

Volini observed that the meaning of pain differed from person to person. And women had a huge role to play in easing that pain for the others. However, most of the time, their contribution in our lives went unnoticed. Volini, thus, chose Women’s Day to appreciate the efforts she made to give us a ‘pain-free’ life.

The activity was also an effort by the brand to build a strong association with its target group and also involve them in the activity.

The Strategy

Volini wanted users to acknowledge the special women in their life through a Pat on the Back, a gesture to express gratitude.
A specially designed microsite and Facebook were prime sources of engagement.


Besides IVR integrations through which the pats were sent, SMS and call on toll-free numbers were also introduced. The campaign was supported through Zoom TV with integrations, print with Times of India in key metro editions and radio tags and RJ mentions on Oye and Big FM.

Apart from this, there were on-ground activations created in corporate hubs and malls in key cities to encourage people to participate in the campaign. Best messages were gratified by sending a special gift to both the pat sender and the receiver.


The activity received a stupendous response with a whopping total of 51,000+ Pats in a span of 8 days, through the several mediums.

Key Lessons

Well planned campaigns can help the brand build an emotional connect with its target irrespective of the category that it caters to.
Creating digital properties can strengthen the scope of the campaign and also help the brand optimize it further.