Come summers and most women resort to various measures to save themselves from the harsh rays of the sun – umbrellas, veils, sunglasses, sunscreen lotions. Lakme now proposes to make today’s woman ‘Sun-safe Hamesha’ and has unveiled a new campaign to get this message across in an uncomplicated yet dramatic manner.
The television campaign has been conceptualised by O&M, and produced and directed by Vinod P Vijay of Red Ice.
Sumanto Chattopadhyay, Executive Creative Director, South Asia, O&M, Mumbai, said, “Lakme wished to communicate its sun care expertise, as embodied in its state-of-the-art product Lakme Sunscreen Matte Effect, which is in line with its ‘Sun-safe Hamesha’ platform. The product provides protection against sun darkening, wrinkles and blemishes. And, as the sub-brand name suggests, it delivers these benefits in a non-oily formula, giving the skin an ‘ultra matte’ finish.”
The TVC depicts a world where women hide behind masks to avoid the harmful effects of the sun. It’s an eerie scenario where women go about their lives – travelling, working, walking or even holidaying – with their faces hidden behinds masks. Enter the radiant Lakme woman, who remains unencumbered and confidently faces the sun.
The ‘women behind the mask’ concept targets every skin conscious urban woman who not only wants to look confident, but also face the sun without fearing its harmful effects.
Speaking on the campaign, Chattopadhyay further said, “The challenge was to find a device that was simple yet dramatic so that it could convey the message memorably, and as research confirmed, the mask was the answer.”
Apart from the TVC, Lakme is also using the print medium and in-store promotional activities for the campaign, which will remain on air throughout summer.