Himalaya launches My Lakshya, a campaign to inspire youth
The Himalaya Drug Company, India’s leading herbal health and personal care company, which recently forayed into the men’s grooming segment with their Himalaya For Him brand of face washes, has launched ‘My Lakshya’ – a unique campaign that redefines the value of living your dream.
Himalaya conducted a survey to understand people’s dreams and ambitions across Mumbai, Delhi and Bangalore speaking to a mix of college goers as well as first jobbers. The study revealed that a great number of people chose or followed a career path based on their parent’s decisions, social pressures or financial security. However there was a heaven and earth difference between their dream career and their actual career. The study also highlighted how each respondent sought parental support and acceptance of their career choices.
This is how the idea of My Lakshya was born, a campaign that aims to bridge the gap between passion and career. The campaign video highlights the disconnect between passion and profession; as people grow up they forget about their passion and dreams and end up making compromises and settling for less. On the other hand, children believe in themselves and show a strong conviction to pursue their dreams .The core message of the campaign is about believing in yourself and not giving up on your dreams. Himalaya wants to engage the youth and get them to participate in My Lakshya, a national contest that opens the doors to your dreams. From the entries received during the contest, 10 will be shortlisted and two winners will be chosen. To kick-start their dream career, the two winners will be entitled to a cash price of INR. 100,000.
Speaking about the launch of the video, Vineet Jain, General Manager – Marketing, Consumer Products Division, The Himalaya Drug Company, said, “As a brand, Himalaya is perceived to be a ‘problem solver’ and an enabler. This year, we entered the men’s grooming segment with our range of face washes and the communication route we’ve chosen is true to our brand DNA. Just as our Men’s face washes solve specific problems – like oily skin and pimples – giving young men the confidence to stay ahead in their life, My Lakshya campaign builds on the role of the enabler– offering young adults a platform to showcase their talent and realise their dreams.”
Speaking about the campaign, Ashwani Gandhi, Category Manager – Marketing, Consumer Products Division, The Himalaya Drug Company, said, “Young boys and girls in the age group of 18-24 years are very concerned about their career and choices relating to it - whether it is deciding on a college, a particular discipline or getting their first career break. These are life-impacting decisions and they cause a great deal of stress. Through My Lakshya, we’d like to give the youth a platform that makes the journey of finding their dream career more exciting.”
Created by Web Chutney, the film is directed by Sharad Kalawar whose past work includes eBay's "Ebay Find your world" campaign, and Dom Pérignon's celebration of artist Jitish Kallat at the Umaid Bhavan Palace (link: https://youtu.be/I7hg05_dyTE)
Amit Basak - Creative Director, Webchutney said, “The brief given was that even today youth in India take up careers depending on what society deems as acceptable and how can we address this concern creatively while urging them to follow their passion. This is how we arrived at the key message ‘Keep the dream alive’, we thought of reaching out to kids to make the adults realise what they are really passionate about and urge them to rethink about their career choices.”
The campaign will be conducted over two months and target a national audience.