Oily skin brings with it the need to check your skin. Repeatedly. Constantly. An irritating disturbance in a young girl’s active life. Himalaya uses this insight for its new communication for Himalaya Fresh Start Facewash. The campaign contemporizes the fun 60’s song, Baar Baar Dekho, to underline this repeated interruption – checking for oiliness on skin, all through the day. The film sets up this problem and introduces the solution, effectively and memorably.
Rahul Panchal, General Manager Marketing – Face Care, The Himalaya Drug Company: “’Oil-clear’ is a key consumer-benefit segment within Face Wash category. Being the leader in overall face wash, we wanted to resonate with the recurring oily skin problem of teenagers and offer them the effective solution in Fresh Start Lemon Oil Clear Face Wash. The film exhibits efficacy of the product rooted in nature & science and talks to our potential consumers in an engaging manner.”
Sumanto Chattopadhyay, Chairman and Chief Creative officer, 82.5 Communications India: “Hazar baar dekho. It’s the mantra of the young woman who’s at that age when looks are so important and oily skin is a constantly recurring annoyance —making mirror-gazing a bit of an obsession. That’s the story of our latest ad for Himalaya Fresh Start Face Wash, expressed in the form of a light-hearted musical.”
Anirban Mozumdar, Chief Strategy Officer, 82.5 Communications India: “As brand Himalaya, we needed to go beyond just the problem identification (oily skin) and oil removal. There was the need to set a performance benchmark that bears out the herbal leadership the brand stands for. Hence, the need to establish “day-long freshness”.
Showing this compulsive need to check one’s reflection throughout the day and resorting to the wipe-wipe action was important, therefore. To not just show what the consumer goes through, but to set up the need for day-long confidence and freshness with Himalaya Fresh Start.”
Sangeetha Sampath and Ravikumar Cherussola, Group Creative Directors, 82.5 Communications India (South): “The song, for us, was a perfect fit with the baar-baar checking and baar-baar wiping of oil from the skin. We contemporized the song, to give it a fresh touch and weaved it with the day in the life of a young girl with oily skin. Making the film instantly memorable and hummable.”
CREDITS
Client – The Himalaya Wellness Company
Brand – Himalaya Fresh Start Face wash
Agency – 82.5 Communications Pvt Ltd
Chairman & Chief Creative Officer – Sumanto Chattopadhyay
Co-Chairman & Chief Executive Office – Kapil Arora
Chief Strategy Officer – Anirban Mazumdar
Sr. Vice President & Branch Head, Bangalore – Naveen Raman
Group Creative Directors – Ravikumar Cherussola, Sangeetha Sampath
Creative Controller – Vaishali Jain, Sunil Krishnan
Planning Director – Sai Karthik
Client Services Director – Gladys John
Group Account Manager – Harini Raj
Director – V. K. Prakash
Production house – Trends Ad Films
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