Mumbai: POND’S has revived one of its most recognisable advertising properties, ‘Googly Woogly Wooksh’, with a new campaign for its flagship POND’S Super Light Gel, blending nostalgia with modern skincare needs.
The phrase, which became a popular cultural expression associated with soft skin, returns in a contemporary format aimed at connecting with both consumers who remember the original campaign and a younger generation discovering the idea for the first time.
The new campaign introduces the iconic phrase through a fresh storyline centred around POND’S Super Light Gel, positioning the product as an everyday skincare essential for soft, hydrated and bouncy skin.
The campaign marks a new chapter for POND’S Super Light Gel, a lightweight gel moisturiser formulated with Pro-Ceramides, Hyaluronic Acid and GAP Aminos. The product claims to offer 72-hour hydration and a non-sticky texture, catering to consumers seeking simple and effective skincare routines.
At a time when skincare routines are becoming increasingly elaborate, POND’S aims to position Super Light Gel as an uncomplicated hydration solution that delivers freshness, glow and lightweight comfort.
Commenting on the campaign, Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India, said, “Googly Woogly Wooksh is not just one of the most endearing ideas in Advertising, it’s Piyush’s legacy too. Reviving the idea was a big responsibility. ‘The Mix-up’ is a fresh take on this idea. It creates several firsts for brand Pond’s. From the unusual setup of a boys’ hostel to the delightful sight of young innocent boys discovering the joy of skincare, to introducing the new face of the brand in a surprising pivot—it gives the skincare story a fresh, young texture. Our Senior ECD Tanuja Bhat has worked closely with Prakash Varma to bring to life, this film, and short micro dramas that will follow.”
Speaking about the campaign, Sunanda Khaitan, CMO, Beauty & Wellbeing, HUL, said, “Googly Woogly Wooksh is more than nostalgia; it is an emotion that has lived rent-free in India’s cultural memory for decades. Today’s consumers are looking for efficacy without the heavy, greasy weight of traditional creams. By pairing our cult-favourite POND’S Super Light Gel with this iconic phrase, we are merging trusted hydration science with pure emotional joy. We aren’t just reviving a tagline; we are redefining what soft, bouncy skin feels like for a whole new generation.”
The campaign has been designed with a content-first approach, using the visual style of premium streaming entertainment rather than conventional advertising formats. Through humour, youth-centric storytelling and nostalgia, POND’S aims to transform ‘Googly Woogly Wooksh’ from a memorable advertising phrase into a contemporary expression of skincare delight.
With the revival, POND’S continues to leverage its legacy while adapting its communication for evolving consumer preferences around lightweight, effective and enjoyable skincare experiences.
View this post on Instagram
Credit list for POND’S PSLG Googly Woogly Wooksh (GWW)
Ogilvy
Leadership
Hephzibah Pathak – WPP Creative CEO India & Executive Chairperson
Prem Narayan – Group Chief Strategy Officer
Kainaz Karmakar – Group Chief Creative Officer
Harshad Rajadhyaksha – Group Chief Creative Officer
Sukesh Nayak – Group Chief Creative Officer
Creatives
Tanuja Bhat – Sr Exec Creative Director & Creative Head-Beauty & Luxury
(West)
Siddhesh Telang – Group Creative Director
Aditi Khokhani – Sr Creative Director
Avril Torres – Creative Director
Niraj Sahani – Associate Creative Director
Arunima Kukreja – Copy supervisor
Account management
Chitralekha Chetia – Associate President
Khushboo Patil – Client Services Director
Simran Venessa Pradhan – Account Supervisor
Vidhi Sanghvi – Sr Account Executive
Planning
Abigail Dias – Associate President
Vinit Jani – Vice President
Sudakshin Shetty – Planning Director
Brand team
Sunanda Khaitan – CMO – B&W
Bhavna Varma – Global Brand Director
Moushumi Daimari – Sr. Global Brand Manager
Aakanksha Chande – Ast Brand Manager
Production house – Nirvana Films
Director – Prakash Varma
