Garnier Men has launched their new marketing campaign featuring Sushant Singh Rajput for their Acnofight facewash, set in the context of cricket. The first leg of the campaign was launched on 1 May with a 20-sec TVC in which Rajput faces the 6 signs of pimples and ‘hits them for a six!’
Through this integrated campaign, Garnier Men aims to leverage television and social media to promote the product. With digital and TV being the lead mediums, the brand is planning innovative contests to engage directly with consumers and educate them about the product benefits.
On the new campaign, Pankaj Sharma, General Manager, Garnier India said “We are excited to present this new campaign as it fits the brand very well. Garnier Men is today the No. 1 brand in Mens Cleansers and is about an active, healthy life free from any skin problems. Our consumers are big on sports and with the current conversations around cricketing events in the country we felt this campaign would instantly connect with the target audience. Sushant too, has had a strong association with the sport and is a sought after influencer. We’re hoping to communicate our product benefits through a campaign that speaks the same language as our consumer.”
Rajput commented “I’ve been with Garnier Men for over two years now and I’m proud of the association. The brand stands for values I believe in – a healthy, active lifestyle, measurable performance, a winning spirit and confidence. They understand men’s skin and have launched great quality products which really do deliver results. I’m proud to say that Acnofight face wash, which I use every day and endorse, is the #1 mens cleanser in the country today. This new TVC is my personal favourite, it’s been shot in a very different, modern and edgy style and brings cricket and grooming together seamlessly.”
Payal Vaidya, Executive Creative Director, of Publicis Communications Pvt. Ltd., from the agency helming the brand, added, “We’ve always pushed the envelope when it comes to Garnier Men. And this time around too, we’ve done exactly that. The creative challenge was to communicate the efficacy of the product whilst keeping it engaging and super relevant. So, we used a language that everyone in our nation speaks – Cricket, to deliver the key message #HitPimplesForASix. With cricket itself undergoing innovation, it was only fair its manifestation remains equally innovative. Grooming + Sport + Innovation = Now that’s Garnier Men for you!”
The commercial was conceptualized by Publicis Communications Pvt. Ltd, and produced by Puppet Pictures.
You can watch the ad campaign here:
Agency: Publicis Communications Pvt. Ltd.
Executive Creative Director: Payal Vaidya
Associate Creative Director: Ashirwad Mhatre
Associate Creative Director: Zarwan Divecha
Account Director: Anish Raghu
Agency Producer: Jignesh Maru
Agency Producer: Pooja Talwar
Production House: Puppet Pictures
Executive Producer: Hozefa Alibhai
Director of Photography: Vikash Nowlakha