Cipla Health’s Omnigel has partnered with Peddi, the upcoming sports film starring Ram Charan and produced by Mythri Movie Makers, in a brand integration facilitated by Mythri Media Works. The collaboration is built around the film’s sports-driven narrative and Omnigel’s positioning in the pain relief category.
Peddi follows the journeys of athletes, exploring the setbacks and challenges intrinsic to sport, which forms the natural basis for its tie-up with a pain-relief brand centred on recovery and resilience.
Rishit Bhatt, Associate Director – Marketing at Cipla Health’s Omnigel, said the brand has always positioned itself as a reliable ally in moments of pain and recovery, helping people get back on their feet and return to what they love. He added that the association with Peddi felt like a natural extension of that belief, given how the film captures the grit, determination and resilience central to an athlete’s journey, and that the brand is proud to be part of a story that celebrates not just victories but the strength it takes to recover, rebuild and rise again after setbacks.
K.R. Siddharth, CEO and Co-founder of MMM Media Works, said the strongest partnerships are rooted in authentic storytelling, and that Omnigel and Peddi share a common spirit of resilience, making this collaboration a meaningful one that goes beyond conventional brand integration.
The partnership underscores a growing trend of brands aligning with sports-themed cinema to weave their core positioning directly into culturally resonant, emotionally driven narratives.
