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ITV on Tuesday (Aug 15) said it had agreed to invest in pain relief brand Flarin Holdings Ltd, making it the British broadcaster's first consumer healthcare investment. The company has agreed to subscribe for £2 million worth of shares in Flarin, with an option to subscribe for two more tranches of 1.5 million pounds each. In return, Flarin would get advertising space across ITV's channels and ITVX. ITV said its investment will "help Flarin build mass market brand awareness by bringing the brand to millions of consumers via ITV platforms. This will be a step change in the size of the campaign and the approach to scaling the Flarin brand to date." Director of ITV AdVentures, Sheena Amin, said: "It's fantastic to be announcing our latest Media for Equity investment into Flarin. With its innovative and patented lipid technology, Flarin offers many unique benefits to those suffering from joint and muscular pain compared to any other product on the market. Flarin is already one of the fastest growing analgesics in the market and I am confident that we will see the company grow to new heights following a brand building campaign across ITV."