Himalaya’s ‘Chennai Ponnu’ Campaign Celebrates the Spirit of today’s Chennai Girl
The Himalaya Drug Company, India’s leading wellness brand launched the “Chennai Ponnu” (Chennai Girl) campaign for its flagship product Himalaya Purifying Neem Face Wash. The campaign aims to celebrate the spirit of the Chennai girl and captures her essence in a fun and peppy music video.
Today’s Chennai girl has evolved in many ways, from her dressing style, grooming, eating to her beauty preferences, yet she enjoys her culture equally. The music video brings out this message beautifully, telling the story of the Chennai Ponnu through relatable experiences.
Sharing his perspective on the campaign, Rahul Panchal, Marketing Manager, The Himalaya Drug Company said “Tamil Nadu is a unique market and the way consumers across states are evolving, there has been a huge shift in consumer behavior here as well. Our regular interaction with the consumers in Chennai highlighted that young girls in the city have changed in several ways. While they are confident, independent and modern, they still continue to enjoy the rich culture of Chennai, be it the local food, music, dance or movies. Through our Chennai Ponnu music video, we are celebrating the amazing spirit of the Chennai girl in a fun and light-hearted way, while also capturing the local flavor of the city she loves and how it enriches her unique personality. This also happens to be Himalaya’s first big ticket region-centric campaign. While we will be launching more regional campaigns through the year, we’re really excited to start off with the vibrant city of Chennai!”
Speaking more about the campaign, Hemang Vasani, Category Manager, Face Care at The Himalaya Drug Company said, “As a brand, Himalaya Purifying Neem Face Wash speaks to young girls and helps them tackle their pimple problems. Our TVC communication centers on the brand taking care of the teenagers’ skin troubles, especially pimples, giving her the confidence to enjoy life. With the Chennai Ponnu campaign, we wanted to further build on this communication by showcasing the energy, enthusiasm and confidence that today’s Chennai Girl has, in a peppy music video. Girls in Chennai are modern yet they are proud of their local culture and traditions, similar to our product Purifying Neem Face Wash, which is a contemporary product blended with traditional herbs like Neem and Turmeric.”
“In the film also, we’ve subtly integrated the message that the Chennai Girl uses a product that works best for her skin. The song is catchy with a signature dance step that girls will relate to and really enjoy,” he added.
"When the brief first came to us, the brand was definite that they wanted an upbeat, contemporary film around the "Chennai Girl". So we had to develop a script that captured the essence of the "Chennai girl" who’s modern and at the same time loves her traditional culture. After balling up many ideas, we finally arrived at a musical. It was one of the most testing yet exciting films we have brought to life." Said, Rahul Bharti, Director, Roadrunner Productions.
Himalaya will tap the digital medium to promote this campaign, which will be rolled out across its social media properties including Facebook, Twitter, YouTube and Instagram. In addition, creative tie-ups with a music platform and influencers will further amplify the message.
The music for Chennai Ponnu has been composed by famous composer Prashant Pillai, who has captured the local energy of Chennai in a catchy, feet-tapping melody. The quirky lyrics are written by Amrit Rao while the choreography is done by Bollywood choreographer Adil Shaikh, famous for his work for Bajrangi Bhaijaan, Kapoor & Sons, etc.