Earlier this year Himalaya and RCB Women’s Cricket united for a #TakeMySpot campaign. It ran during the during the WPL season. For this year its goal is to expand in the face wash category. It will do this through anew solution and increasing products availability.
MediaNews4U.com caught up with Rajesh Krishnamurthy, Business Director, Himalaya Wellness Company.
Q. From a marketing and brand-building perspective what goals does Himalaya Wellness Face Wash have for the year?
Himalaya Wellness is the no 1 face wash brand in India and as a leader in facewashes, our objective is to expand the face wash category by providing more benefits and reaching more consumers. As a face wash expert, we have launched variants across benefit segments that cater to almost every skin problem that a consumer faces. One of our latest launched variants is the Dark Spot Clearing Turmeric Face Wash. Dark Spot is a growing problem amongst consumers and we aim at addressing this issue through this solution.
Q. What is the strategy to get there?
We are aiming at increasing face wash category penetration through two ways, one by providing face wash solution for every skin problem. Our recent launches in addition to the existing range makes us available across the face wash benefit spectrum. Secondly, we are improving availability of face washes by being available at right places and by providing the right SKUs. This year we will focus on building the Dark spot clearing Turmeric range that gives a solution to dark spots problem through a complete skin care regime. This Dark Spot Clearing Turmeric Range consists of face wash, face scrub, face packs, sheet masks, serums and creams. The range promises Dark Spot reduction in just seven days. It is made with the Ayurvedic Svarasa technique which ensures that the natural goodness of Turmeric is retained. It is made with organically sourced turmeric and comes in a non-staining and non-drying formula.
Q. How did the association with Royal Challengers Bangalore come about? Is reach the driving factor here?
The association between Himalaya and Royal Challengers Bangalore (RCB) during the 2023 Women’s T20 League was the result of a mutual understanding of shared values and objectives. Our partnership was driven to promote the message of beauty positivity and inclusivity. The key message conveyed through the campaign was “Beauty has No Color. The campaign aimed to celebrate the unique glow of every face. RCB players wore headgear with #NotFair during the initial matches, initiating conversations about inclusivity. Subsequently, the headgear featured the message “Himalaya Rose, Beauty is not equal to Color,” further fostering discussion. The partnership garnered significant brand awareness, trending #1 on Twitter and generating 3.2 crore impressions, directly correlating with the successful launch of Himalaya Rose Face Wash. It effectively reached the target audience through cricket’s popularity and encouraged positive social dialogues on inclusivity. Building on this success, we identified a strategic opportunity to continue leveraging the association with RCB for the second season as it aligned with Himalaya’s commitment to celebrating women in sports and promoting beauty and wellness.
While reach may have been a factor in driving the success of the integration, the partnership was primarily driven by a desire to make a meaningful impact and connect with audiences on a deeper level. Through the #TakeMySPOT campaign, while launching our latest Himalaya Turmeric Dark Spot Clearing Face Wash and Face Care Range our focus has been to celebrate women in sports and acknowledge their well-deserved place on the field. Continuing the association also allows us to keep driving relevant discussions around beauty, wellness and inclusivity, the core values of Himalaya.
The renewal of our partnership with RCB is seeing great success this season, promoting our latest range- the Himalaya Dark Spot Clearing Turmeric Face Care Range.
Q. Could you talk about the shift from traditional sponsorships to creating narratives that connect with audiences emotionally through the #TakeMySPOT campaign?
At Himalaya Wellness, we are constantly endeavouring to transition from mere partnerships to crafting narratives that forge emotional connections with our audiences. The #TakeMySPOT campaign exemplifies this, as we have aimed at creating a partnership to engage with our audiences on a deeper level. Our focus has not been to just promote the newly launched product range but to tap into a larger message of inclusivity. By partnering with Royal Challengers Bangalore (RCB) and leveraging the platform of the Women’s T20 League, we sought to spark conversations around these themes.
The campaign’s messaging is centered on the idea that every player has worked hard to earn their spot in the team and highlights the efforts of women to challenge societal norms. We have also added a playful twist to our campaign by partnering with content creator Danish who brings in an element of wit to the film. Capitalising on this form of storytelling we have intertwined two themes- one, the efforts taken by the women cricketers to get their spot on the field and two, Himalaya’s efforts to eliminate tough spots on the face using our new Himalaya Dark Spot Clearing Turmeric Face Wash. This approach not only resonated with audiences but also aligned with Himalaya’s core values. Furthermore, the campaign’s success, as evidenced by the campaign teaser trending #1 on Twitter, generated significant impressions, highlighting the effectiveness of this narrative-driven approach.
Rather than relying solely on reach, the campaign’s ability to connect with audiences emotionally and spark meaningful conversations played a crucial role in its impact and success. In essence, the #TakeMySPOT campaign represents a shift towards more purpose-driven marketing strategies that prioritize authenticity, storytelling, and social impact. By creating narratives that resonate with audiences on a personal level, we can forge deeper connections and drive positive change while still achieving brand-led objectives.
Q. What other marketing activities are in the pipeline in the coming months for the brand?
Alongside the #TakeMySPOT campaign, Himalaya Wellness also extended its support to the GoEqual Premier League as part of its ongoing commitment to empowering women in sports. This collaboration focuses on promoting the rightful recognition of women’s roles in sports, advocating for equality, and breaking down gender stereotypes. Through this partnership, Himalaya actively supports gender parity within the sporting community.
The collaboration primarily targets grassroots football programs and initiatives aimed at developing infrastructure to support the growth of women’s football. By investing in these areas, Himalaya aims to provide young and talented women with the necessary resources and opportunities to succeed both on and off the field. This strategic approach not only advances women in sports but also aligns with Himalaya’s broader social impact goals. Overall, through its partnership with the GoEqual Premier League, Himalaya seeks to create concrete pathways for aspiring female athletes, enabling them to pursue their sporting dreams and achieve success while making a meaningful impact on society.
It’s not just about developing skills on the field, it’s about fostering a culture of participation, building infrastructure, and creating pathways for talent to thrive. GoEqual & Himalaya aims at looking to engage with local communities, schools, and youth organizations/ professional teams to promote football & provide the much-deserved SPOT for every woman who dreams to be a part of this sport.
Q. Do you mainly use Hindi GECs when advertising on television?
As a market leader in face washes, our consumers are from across the country and hence our communication on television is built to reach all. While Hindi GEC is an integral part of our media campaigns, we promote our communication across on all other regional media as well.
Q. What other marketing vehicles does the company use?
The marketing mix for our campaigns is comprehensive that utilises both traditional and digital media channels. In addition to television, to reach a wide audience, we utilise platforms like YouTube, Instagram, radio, outdoor advertising and print. This significantly increases brand visibility and fosters user engagement.
Q. Where does the market gap for face care in terms of sales growth lie and how does Himalaya Wellness plan to service it?
The market gap is in terms of the solutions available for consumer problems and availability. The objective with our new launches, is to emerge as a skin care expert who has a solution for every skin problem. Also, by increasing the number of SKUs and distribution, we want to be available at the right size and at the right place.
