Mumbai: This season, Pond’s Cold Cream unveils its new brand campaign that leverages its legacy of trusted care. The TVC celebrates the magic of a ‘jhappi’. In Indian parlance, ‘jhappi’ means much more than a simple hug. It’s the embrace and protection that only a loved one can provide. Similarly, Pond’s Cold Cream provides the embrace of protection to the skin through its 10 essential nutrients and moisturisers.
The objective of the campaign is to further evoke the emotional affinity the brand has enjoyed over decades in the market, instilling freshness to the idea of touchable, soft skin. The tone of the film is consciously positive and poetic. The moments between the mother, daughter and granddaughter cue protection and care through generations. In essence, it is exactly what the product does too.
Zenobia Pithawalla, Executive Creative Director, Ogilvy Mumbai :Pond’s Cold Cream, as a brand has the good fortune of owing expertise combined with legacy. So, you can say, the idea ‘Pond’s ki jhappi’ came from the core of the brand. ‘Jhappi’ meaning a hug, not only conveys the expert care and protection that the product provides in winter but also builds on the legacy of the brand. And ‘jhappis’ too, like Pond’s Cold Cream, are passed on from generation to generation.
Prabha Narasimhan, Vice President, Skincare and Colours, Hindustan Unilever Ltd: We are extremely excited by this new campaign on Pond’s Cold Cream, one that taps directly into the rich, warm history of a beloved brand. The idea of mothers receiving and passing on their love & care from one generation to the next – aap ko mila tohi aap ne diya Pond’s ka laad pyar perfectly reflecting the ethos of the brand and the Indian woman.
It is important to note that for over 150 years, Pond’s has been synonymous with skincare innovations designed for the evolving needs of women through the ages. The Pond’s range today includes best in class products across most skin care benefits that the Indian woman is seeking. However, in a fast changing landscape of skincare and cosmetic products, here is one iconic brand that has stayed true to the promise of giving all women soft, glowing skin – the Pond’s Cold Cream. Today it is a household name adorning the dressing tables of Indian women of all ages; its white and blue jar being a symbol of pure care.
Client: Hindustan Unilever
Product/Brand: Pond’s Cold Cream
Agency: Ogilvy Mumbai
Executive Creative Director: Zenobia Pithawalla
Creative: Varsha Desai, Souveek Adhikary
Global Brands Director: Hephzibah Pathak
Account Management: Chitralekha Chetia, Gokul Nair, Srimoyee Basu, Nishtha Jain
Production House: Off Road Films
Director: Azim Moollan