Mumbai : An overworked chef cooking for other people while she is fasting for Karwa Chauth is given a surprise makeover by her husband in an ad for Fem Get Set Glow that claims to improve a woman’s appearance in 15 minutes.
TV ads were supported by on-ground activity with beauty salons in East, West and North India giving free instant makeovers to women during Karwa Chauth. The campaign includes web banners, radio, outdoor and retail, driving traffic to the website femgetsetglow.com.
Explaining the thinking behind the campaign, Varun Katyal, senior creative director, L&K Saatchi & Saatchi said, “We came from a very strong insight. The challenge really was to weave some really engaging stories with it. To make each story more endearing, we thought of plots that already had inherent ironies built into them. She’s got no time to groom herself; she’s busy cooking for others, when she herself is fasting for Karva Chauth.”
Commenting on the campaign Akshay Kapoor, Group Product Manager, Dabur India Ltd, said, “Gone are the days when women used to think and plan before attending all occasions. Today, most plans are made on the spur of the moment – ‘in a jiffy’. There is a growing need amongst women who want ‘to get party ready in quick time’ .FEM leveraged its strength to provide ‘instant glow’ through this exciting 360 degree campaign. Thus in partnership with our creative Agency L & K, Saatchi & Saatchi, we decided to delight our consumers with FEM Get Set Glow Makeovers this festive season!”
Shalini Singh, Senior Creative Director, L&K Saatchi & Saatchi said, “The attempt was to make the stories as real as possible to strike a chord with our target audience. That is why the documentary way of storytelling as if the viewer is living each moment with the protagonist, and thereby building empathy.”
Creative agency: Law & Kenneth Saatchi & Saatchi, New Delhi
Chief Creative Officer: Vivek Rao
Creative directors: Shalini Singh, Varun Katyal
Copy: Jugeeta Pegu, Varun Katyal
Client Servicing: Sanjeev Gauba (Branch head), Naman Vardhan, Sharmishtha Maitra, Drishti Ganguly
Production House: Inglorious Films
Director (film): Norton Menezis