Panadol emphasises CNY is a time for joy, not pain

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In a relevant and creative take of their brand, Panadol, the flagship brand of GlaxoSmithKline (GSK), launched a Chinese New Year commercial titled  ‘#TimeForJoyNotPain’. Staying true to the brand’s purpose of freeing people from pain so that their human spirit can shine, this film reminds those celebrating under these different circumstances, to count their blessings. 

Together with Saatchi, Panadol’s 2-minute short-film revolves around two brothers who go through great lengths for their whole family to enjoy their reunion dinner by keeping the fondest tradition of Chinese New Year  alive – their Ah Ma’s love letters. 

“Making the ‘love letter’ pastry is truly a labour of love,” said General Manager of GSK  Consumer Healthcare Malaysia, Bryan Wong. “It is said to be a way to relay affectionate  messages in the earlier days, and its consumption would mean that the message is taken to  heart.”

In the short film, despite the pain and challenges, both brothers did not give up and made laborious attempts  to mold their Ah Ma’s signature ‘love letter’ pastries while still finding reasons to celebrate in the process. 

“We understand that pain can occur at any time, and sometimes the effect of pain may make  it harder for us to focus on life’s important moments,” Wong added. “With this campaign, we want to remind  consumers that Chinese New Year is a time for joy, and Panadol is here to support them in  their moment of pain so that they can get back to creating moments that really matter with  their family.”

Watch the film here:


GSK Malaysia 

Marketing Head: Muthoni Laibuta 

Area Marketing Manager, Panadol: Joakim Nordin 

Category Manager, Panadol: Abhisek Panda 

Brand Manager, Panadol: Guan Kit Chan 

Saatchi & Saatchi 

Executive Creative Director: Mithun Mirji 

Senior Art Director: Grace Gumala 

Senior Copywriter: Wayne Fernandez 

Associate Account Director: Yijun Yeow 

Director: Sufyan Sam’an 

Executive Producer: Wan Shafie

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