Amritanjan balm is perceived as out-dated grandma’s therapy for pain relief. It was to be connected to youth. It was in need of contemporisation. The love and affection route was used. A young man and his companion board a train. He complains of a head-ache. A young woman follows him in the corridor, and offers to apply balm. As they retire for night, the man ensures his wife sleeps on the upper berth as he reaches out to the young woman across the berth. The agency is Shining Consulting.And the Creative Director is Shombit Sengupta.