Bengaluru: Pimples are undoubtedly the most common skin ailment. However, when it comes to solving it, everyone seems to give different advice. This can be confusing, especially for young girls who often suffer from pimple problems.
‘Pimple-free, healthy skin ka expert’ is the latest campaign for Himalaya Purifying Neem Face Wash, that clears this confusion. This 360° campaign has been conceived by 82.5 Communications, Bengaluru.
The main film is the story of a teenager looking for an effective solution for her first pimple. She quickly finds out that advice is aplenty and rather confusing. Her elder sister makes her understand that advice doesn’t mean anything unless it comes from Himalaya, the expert pimple eliminator.
This campaign is supported through TVC, Print and Outdoor media, as well as a series of quirky short films released on the digital medium.
Rajesh Krishnamurthy, Business Director-Consumer Products Division, The Himalaya Drug Company, said, “Himalaya has been a pioneer in offering safe, effective and trusted skin care solutions for decades. Himalaya Purifying Neem Face Wash is one of our flagship skin care products that has gained the trust of many consumers to discover ‘pimple-free healthy skin’. In this campaign we have introduced certain visual gestures for healthy skin that every teenager would aspire for.”
Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications, said, “When you have a great product and a successful continuing campaign, the pressure on the agency is to live up to them. I think we have succeeded in bringing new relevance to the communication, which will aid young girls in clearing their confusion and their skin.”
With unmatched experience and credibility, Himalaya is an established leader in the face care category. And Himalaya Purifying Neem Face Wash has successfully solved pimple problems for crores of girls. Backed by expertise and so many satisfied customers, this campaign assures consumers that Himalaya can solve pimple problems most effectively.
Naveen Raman, Sr. Vice President & Branch Head, Bengaluru, 82.5 Communications, delved into the strategy behind the campaign saying, “Being the market leader in a category comes with a set of responsibilities. This strategy was thought through, keeping in mind the current scenario and looking at the consumer’s expectation from an anti-pimple face wash. Himalaya Purifying Neem Face Wash has always been the go-to brand for taking care of pimples. The need of the hour was to underline the delivery of ‘Healthy Skin’ with emphasis on the expertise of Himalaya and the science that goes into its products.
Ravikumar Cherussola, Group Creative Director, Bengaluru, 82.5 Communications, spoke about the creative aspect saying, “No doubt, Himalaya is the expert on pimple-free, healthy skin. The creative challenge was to bring that out in an immersive and relatable story.
Now we all agree that the internet is filled with advice, often with little credibility. The question is, online or offline, why take advice from people when you have a brand that has consistently solved pimple problems for crores of girls?
Keeping that as the core thought, we came up with a cute story of two sisters. We have also created five short films where the little sister takes on the role of these so called “advice givers”.
Abhinav Chugh, Category Manager – Face Wash, Consumer Products Division – Marketing, The Himalaya Drug Company, said, “Himalaya is the most preferred brand in the Face Wash category. In current circumstances, we see ‘hygiene’, ‘health’, ‘protection’ and ‘trust’ increasingly gaining importance. Consumers are seeking security and credibility with scientific proof while looking for solutions to their personal care problems. As the leader in face wash, in this campaign we want to bring to life that their favorite face wash not only cures pimples, but also works hard to prevent them from reoccurring.”
Keerthika Damodharan, Brand Manager – Face Wash, Consumer Products Division – Marketing, The Himalaya Drug Company, said, “In the current scenario, where consumers are exposed to multiple advice, tips and hacks to tackle their pimple problems, they get confused. They look forward to more trusted and proven solution. This communication assures consumers of Himalaya Purifying Neem Face wash as the expert solution to their pimple problem that comes from the trusted house of Himalaya.”
Another challenge was to shoot a full-blown, beauty-category film while following the guidelines of the ongoing lockdown. Mr. V. K. Prakash from Trends Adfilms did an amazing job of managing everything.
CREDITS
Agency: 82.5 Bengaluru
Chairman & Chief Creative Officer, 82.5 Communications, India: Sumanto Chattopadhyay
Co-Chairman & CEO: Kapil Arora
Business Head: Naveen Raman
Brand Planning: Rishabha Nayyar/Malini Menon
Creative Head: Ravikumar Cherussola
Account Management: Sunpreet Kaur/Harini Raj
Production House: Trends Ad Films Pvt. Ltd. Director: VK Prakash
