Dabur Rheumatil Oil in association with Vritti Foundation conducted a purpose-drive campaign, ‘Badhte Kadam’ for senior citizens of Uttar Pradesh, especially in the state of Allahabad, Lucknow, Gorakhpur and Varanasi. The brand focused on the issue of old age citizens, who are willing to vote, but are hesitant to go to the voting booths only due to their leg joint pains. Dabur Rheumatil Oil solved their issue of pain by arranging a pick and drop car facility and offering them foot massages after they vote; thus, easing out the voting process for senior citizens.