Genelia Deshmukh is fronting a commercial for Procter & Gamble skincare brand Olay in which the Bollywood actress and new mother declares that her skin now glows so much after using the product that her husband has advised she take a pregnancy test.
The ad, created L&K Saatchi & Saatchi, introduces the idea that people have a “skin age” and Deshmukh’s was older than her actual age before using Olay Total Effects creams.
The ad ends with the line “Olay, your best beautiful.”
Nikhil Ramesh, Brand manager, Beauty Care, P&G, said: “It is our ongoing endeavour to educate the Indian woman about her skin and provide for the best skin care solutions for her. To drive home the message of how Indian women are facing early signs of skin ageing, in a relatable and credible way for Olay Total Effects, we needed a hook that’s relevant to the consumer. That’s when L&K Saatchi & Saatchi came up the Skin Age vs Real Age campaign.”
Delna Sethna, L&K Saatchi & Saatchi’s chief creative officer added: “In testimonial formats, being genuine and credible is the biggest challenge. Having Genelia share her skin transformation story after motherhood..thanks to Olay..was just what was needed”. The film captures Genelia’s skin age being higher than her real age, due to post pregnancy and motherhood pressures till Olay Total Effects comes to her rescue and transforms her skin to its earlier youthful glow.
Agency: L&K Saatchi & Saatchi
Product Group: Skin care (anti-ageing face cream)
Advertiser: P&G (Olay)
Advert Titles: Genelia’s Skin Age Story
Clients:Nikhil Ramesh, Kasturi Baral, Chandan Pansari, Kruti Desai
Chief Creative Officer: Delna Sethna
Creative Team: Khatija Beguwala, Priyanka Prakash, Arathi Jayaram
Account Management: Priyanka Chatterjee, Esha Gaur, Shazia Shaikh, Anuja Desai
Production House: Whitescript Films
Director: Punit Malhotra