Ultratech India, a pharmaceutical manufacturer, launched 18 Again, a product for vaginal tightening, rejuvenation, strength and vaginal health.
The primary target is the housewife with children. She is someone who loves to see powerful women who change perspectives of age old beliefs and theories. A TVC, created by Curry Nation, depicts that power – a confident woman who celebrates her new found joy with her husband. Apart from this strong connection, the commercial is sensitive and entertaining.
Speaking on the challenges faced while executing the TVC, Priti Nair, Curry Nation said, “This is a category that has never existed in the country. The excitement of handling this product was coupled with the challenge of how to do this sensitively and still keep it engaging. We were very clear that the woman needs to look empowered and that is the essence of the brand. We didn’t want the dejection rejection that gets typically shown to try and sell a product. We wanted feminine liberation – women taking the lead through everything.”
18 Again will be marketed across all medium using various visibility tools. The company wants to create a serious vision for this product and make 18 Again a credible and trustworthy product for women empowerment.
Rishi Bhatia, Chairman and Managing Director, Ultratech India said, “18 Again is a first-of-its-kind product for women in India. This product is being launched in India post clinical trials conducted amongst women of all age group under dermatological control. 18 Again has the power and the potential to break the shackles and redefine the meaning of women empowerment altogether.”