Mumbai:Emami along with WATConsult, India’s leading and most awarded digital and social media agency, part of Dentsu Aegis Network, has launched a digital campaign, #HEOntheGo for its latest product, HE Face Wash.
To create intrigue amongst its target audience, HE released a teaser video “The Flying Basin” early this month. The video promoted the idea of the possibility of cleansing one’s face while ‘on the go’. The video showed people booking flying basins through an app to wash their face whenever water was not easily available to them.
The video generated intrigue and interest among consumers and received 2.4 million views and 4300+ shares within first 4 days of it going live. The video made the consumers wonder whether such a concept could be a reality.
Flying Basin video – https://www.youtube.com/watch?v=b5CB6mjH6Do
The ‘flying basin’ campaign was followed by the launch of, ‘HE On The Go’ waterless face wash, through an innovative on ground event featuring India’s first waterless booth in Mumbai where people could wash their face on the go. The booth was integrated with Twitter wherein once consumers pressed the button to dispense the Face Wash, an automated tweet was sent from the brand’s handle stating the number of users who have washed their faces using ZERO water. This activity was encapsulated in a video where consumers shared their feedback on the product.
Launch video link – https://www.youtube.com/watch?v=b7auDX-j45Y&t=7s
HE Face wash is the first of its kind waterless face wash, it contains aloe vera and minerals from marine extracts and can be used when one is on-the-go, to get cleaner, fresher and brighter skin.
Speaking on the launch & the new campaign, Mr. Harsh V Agarwal, Director, Emami, said “We are very excited with the introduction of ‘HE On The Go’ Waterless Face Wash, a first in India, from our male grooming brand ‘HE’. We are confident that today’s alpha male, who is constantly on the move, will find this innovative face wash extremely convenient and refreshing. The product has all the attributes to become a constant companion to every Indian man.”
Rajiv Dingra, Founder and CEO, WATConsult said “For the launch of the first waterless face wash, we decided to use technology like drones in the video as well as a twitter integration for the on ground launch. The response from the consumers has been encouraging and I am sure that they will use the face wash while on the go.”
WATConsult, part of Dentsu Aegis Network, is headquartered in Mumbai with branch offices in Delhi and Bangalore. It has received more than 100 awards and recognitions in the field of social media marketing. These include the prestigious global DMA echo in San Diego, ‘The most progressive digital agency award’ at CMO ASIA Singapore, ‘The social media agency of the year 2014’ at Socialathon Delhi, ‘Boutique Media Agency of the year’ at Media Ace Awards, Mumbai, the Campaign Agency of the year India (Bronze) at the Campaign Asia Awards and the Digital Agency of the year at DOD awards 2016.
