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Ad Review: Up, Up and Away – Veet’s new TVC shows the right way

08-September-2011
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Ad Review: Up, Up and Away – Veet’s new TVC shows the right way

Veet has launched a breezy new TVC featuring brand ambassador Katrina Kaif for Veet Wax Strip with EasyGrip tab. Euro RSCG has created the new commercial, showing Katrina pulling up Veet Wax Strip with EasyGrip tab to attain perfect smoothness easily, avoiding the usual mess during waxing. The commercial is currently on air and the brand plans to extensively use print advertising as well to generate trials among consumers going to parlours for waxing.

Commenting on the main idea behind the commercial, Chander Mohan Sethi, Chairman & Managing Director, Reckitt Benckiser (India), said, “We have focused on the brand tradition of celebrating beauty and confidence for Veet users all over, with youth icon Katrina Kaif embodying the confident style of the modern Indian woman and specially designed for no-fuss waxing. The USP of the new “EasyGrip tab” comes out effectively using the “pull-up” motion to showcase the ‘ease and convenience’ of use. The EasyGrip tab has been designed to make the waxing process more intuitive for the consumers and as a result save time and hassle of specially going to a parlour for waxing, which is shown through the visual medium with great effectiveness, as Katrina zips through her entire routine.”

Reckitt Benckiser introduced Veet wax strips in the market in 2009 in order to make the tedious process of waxing easier and faster. The market analysis, however, revealed that the users found the product difficult to use because of not knowing the correct way of using it. The company has thus launched the product with Easygrip tab to make the user use the product with the right technique. This formed the main brief for the new commercials, said Satbir Singh, National Creative Director, Euro RSCG, adding, “After a successful market test of Veet wax strips, when the national launch happened, the percentage of lapsers were higher when compared to the test results. The reason for this was the incorrect technique that the users followed while pulling the strips, giving less than satisfactory results. Veet introduced new strips with an Easygrip tab to make the usage of the strips more intuitive and correcting direction of pulling the strip. Right technique would lead to better results, thereby restoring their confidence in the product and the format. The brief was to introduce these new strips with the Easygrip tab, which give better results.”

The ad shows Katrina using Veet wax strips as part of her daily beauty routine, repeating the ‘Pull Up’ action in everything she does, from zipping up her boots, to pulling up her shades, all in one swift and smooth motion.

Explaining more on the strategy adopted to convey the idea, Singh added “The main strategy was to introduce these scripts as an easy and essential part of one’s beauty regime rather than just a need based product for the skin. Apart from introducing the grip and its benefit, we also indicated the right way to pull off the strip. The idea came from the actions a woman performs to look beautiful - beauty and confidence is all about holding yourself ‘UP’. Whether it’s the UPward stroke of her makeup brush or pulling her stockings UP or tying her UP or pulling the wax strip UP.”

The exposure for the product will include traditional media as well as on-ground activities. “Like any new product and its launch TVC, we would like to build up reach quickly and once we achieve a sufficient exposure level at 1+, we would move ahead and build the frequency. Also, focus would be more on the bigger centres as they are the ones where bulk of parlour waxing happens,” said Sethi, explaining the media strategy.

Credits:

Creative:
National Creative Director: Satbir Singh
Creative Director: Siddharth Dyalchand

Client Servicing:
Senior Vice President: Shruti Varma
Servicing Team: Yashaswi Bhatt
Planning: Narayan Devanathan, Rabia Sooch
Production House: Kiss Films
Director: Tracey Rowe

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