Himalaya extends Pimple-Free Healthy Skin Benefit to Everyone

The Himalaya Drug Company, India’s leading herbal health and personal care company is to soon launch a new TVC to further drive the consumption of Rs 5 sachet packs within the low population markets. This comes in line after Himalaya became the first big brand to enter the fast growing Face Wash category with sachets early this year.

The new TVC has been conceptualized by the ad agency Soho Square and directed by Chinar Gupte. Through the TVC, Himalaya speaks to the young girls and urges them to face the world confidently and happily as they sport a healthier and pimple-free skin. It will be aired on Aug 10, 2015.

Himalaya extends its brand proposition to the rural markets with the core thought that ‘Pimple Free Skin is for Everyone’ and all the youngsters within the country should have access to the product and benefit from it.

Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company said, “Being the market leader in the face wash category, our endeavor is to provide teenagers with ‘Pimple-free Healthy Skin’. The face wash category in urban India is pegged at 1400 crore and growing at 15%, whereas the rural face wash market stands at 280 crores but growing at 31%. Growing twice as much as the urban market and with 5% penetration, rural market gives us an opportunity to make our leading brand Purifying Neem Face Wash now accessible to millions of new consumers in an innovative sachet pack. With this communication we expect to bring new users to the category and thereby benefit from pimple-free healthy skin. The launch will be backed with an aggressive distribution and marketing program to drive awareness and usage.”

Vineet Jain, General Marketing – Consumer Products Division, The Himalaya Drug Company said, “Purifying Neem Face Wash, being the preferred face wash brand to help young girls prevent pimples, has taken the lead to address the price barrier that has been holding back a lot of consumers to enter the Face Wash category. With our new sachet communication, we plan to increase category penetration by driving trials among non-users via providing an affordable price point of Rs 5 for 5 ml (approx. 3 washes). This will help increase user base of the face wash category and drive overall category growth.”

“From a creative point of view, the film continues to leverage the consumer insight that young women hold themselves back when they suffer from a pimple problem. We have tried to capture simple and real life instances of a young girl’s day in small towns to draw a strong connect with the communication. Picking on little emotional cues attached to having a pimple like sitting on the last bench or wearing a scarf to hide a pimple to transforming into a confident young girl with a pimple-free healthy skin after using Purifying Neem Face Wash. The commercial ends with the brand’s tagline ‘Himalaya Sabse Pehle’ driving Himalaya to be first brand of choice”, said Ganga Ganapati VP & Head of Office, Soho Square.

 Apart from the Purifying Neem Face Wash, Himalaya’s face wash portfolio also includes Moisturizing Aloe Vera Face Wash, Fairness Kesar Face Wash, Oil Clear Lemon Face Wash, Deep Cleansing Apricot Face Wash and Clear Complexion Whitening Face Wash.

 

Campaign details:

·         Creative Agency:                                                     Soho Square

·         Creative Head                                                           C. Ravikumar

·         Director for the films:                                            Chinar Gupte

·         Production:                                                                Boot Polish

·         Language:                                                                  Hindi / other regional

·         Duration:                                                                     20 seconds

·         National Campaign Launch:                               10 August, 2015

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