Mumbai: Indian society is at the cusp of a new beginning with more & more women having stories of grit and passion to reach their objectives by overcoming damage caused by both internal & external aggresses. Indian women do not anymore need to be portrayed as empowered to feel good. In fact, they have already taken up unique roles in the society as shining examples. Be it the likes of the first lady fighter pilot to fly the MIG 21 solo or the female biker who reached the highest lake in India or the student after whom a planet has been named recently – all of them belong to the breed of #IndiaKaNayaChehra as they are embracing a life which no more holds them back in face of any challenges. Celebrating this “new face” #IndiaKaNayaChehera, Emami Ltd, the Indian FMCG major, introduces the BoroPlus Healthy White Fairness Cream.
A new television commercial directed by the highly accomplished Ms. Kopal Naithani, one of the most promising women directors in the Indian ad business, is on air currently.
Objective of the campaign
Breaking every stereotypes, women in India are embracing unique professions and passions. They are the #IndiaKaNayaChehra. With such an active lifestyle, women are on the lookout for a face care product which is not for superficial beauty but that would nourish the skin from within, help repair the damaged skin and allow them to sport their original healthy glow & radiance against all environmental challenges.
Supporting her in this journey is BoroPlus Healthy White Fairness Cream which with its goodness of 21 Ayurvedic herbs along with its trusted antiseptic action works from inside to revive the touch of health in one’s original skin by efficiently removing dark spots & uneven skin tone.
Brief shared with the agency
BoroPlus Healthy White Fairness Cream does not offer superficial beauty. The product offers replenishing the lost quality of the facial skin and reviving its original healthy tone. It celebrates the innate originality of today’s women who are confident, passionate and live life to the fullest. The key communication wanted to focus on today’s woman power who takes up every challenge in life with great élan. It is not about skin whitening but about the fair opportunities for women who do not consider any internal or external aggresses as a hurdle and go on pursuing their passions and dreams.
The Creative Approach
Idea: More number of women are active in their personal life, career and are participating actively breaking all existing social barriers. These women are the face of new India and this face has to look bright. However, the environmental factors damage the skin and thus act as hindrance to fairness and brightness of their potential. With the Ayurvedic ingredients in the product, the skin damage is repaired from the inside and healthy fairness is delivered:
Link to Brand name: The end benefit is of healthy fairness, and the brand name Healthy White represents the same.
Link to key message: Environmental damage shouldn’t act as a hindrance either to fairness or to potential or the achievements, possible by the women of today. And BPHWFC repairs damage from the inside, giving “nikhar” to the skin.
Film Descriptor (. i.e. describing the film)
The film shows the face of today’s power women of India where women are flying fighter planes and riding up to the rough mountain terrains on bike. The television commercial champions this incredible spirit, depicted by the women Pilot and Biker,who marches on to fulfil their ambition – uninhibited by the harsh environment around them. ‘She’ is not afraid of any obstacles coming in her way and overcomes all barriers to achieve her dreams.
Excerpts from Spokespersons- “Today’s woman is #IndiaKaNayaChehra as she goes ahead in her pursuit to achieve her objective without worrying about external and internal aggressors. The existing beauty creams in the market offer solutions to your skin conditions but only from the outside. The skin which is exposed to the harsh environmental conditions every day needs more than just a product to make it healthy. That is where BoroPlus Healthy White Fairness Cream comes to your rescue. Our television commercial thus shows women of today in challenging roles who cannot be thwarted by environmental aggresses because they have the power of BoroPlus Healthy White Fairness Cream.” – Ms. Priti A. Sureka, Director, Emami Ltd.
|Campaign elements: TVC, Print, outdoor, Digital, Cinema, (Pan India launch except South)
Client: Emami Ltd.
Director (of the film): Kopal Nathani
Producer: Siddharth Kelkar
Production House: Superfly Films
Working title of film :#IndiaKaNayaChehra
Duration : 45 sec