The Himalaya Drug Company, India’s leading home grown Wellness brand, has launched a new TVC for its flagship brand Himalaya Purifying Neem Facewash that promises to tackle the teenagers’ first pimple.
The TVC is based on the insight that when a young girl gets her first pimple and seeks a solution, her go-to person is always her elder sister. She trusts her and knows that she will have the right solution. The commercial captures this bond between two sisters and how an elder sister helps out the younger one when she gets her first pimple, by not preaching a solution, but by playfully talking about her own experience.
“Over the years, Himalaya has successfully won consumers’ trust by providing them with effective and long-lasting solutions to their problems. The penetration of the face wash category in India is still 28 per cent, and our endeavor has always been to grow the category. Research highlighted that when young girls get their first pimple, they often experiment with multiple home remedies. As a leader in the face cleansing segment, we wanted to help them tackle this problem with a safe and effective solution. We feel that the commercial will resonate with youngsters and help them make the right choice when it comes to solving their pimple problems,” said Ramarao Dhamija, General Manager – Marketing, The Himalaya Drug Company.
Rahul Panchal, Marketing Manager, Face Care, The Himalaya Drug Company stated, “With our wide range of face cleansers, we provide solutions to multiple skin problems that bother young girls. When it comes to pimples, girls tend to experiment with multiple home remedies while constantly looking for a safe, effective and natural solution. The film beautifully captures this sentiment along with depicting a unique bond between two sisters. It focuses on communicating in a playful, yet effective, manner that a girl’s first pimple is not a matter of experimentation, but needs to be cared for by an effective solution.”
C. RaviKumar, Senior Creative Director, Soho Square, the creative agency for the film, said, “Home remedies are big in the segment, that is why it’s important to re-direct consumers to a solution that is safe and effective for their skin. We took a fun take on the communication wherein when the younger sister gets her first pimple, she approaches her elder sister, who narrates her first pimple experience in a playful manner before recommending a safe solution in Himalaya’s Purifying Neem Face Wash. We have also created some fun smaller films as part of this campaign, explaining in a light-hearted way that home remedies are not meant for pimple problems.”
Besides the TVC, Himalaya has also launched five short digital films on the different home remedies that young girls use to try to solve their pimple problems. The films poke fun at home remedies such as applying honey and lime juice, toothpaste, ice cubes, besan, etc., and claims that they are less effective in solving the problem than Himalaya’s Purifying Neem Facewash.
Creative Agency: Soho Square, Bangalore
Creative Director: C Ravikumar
Director for the film: Vishal Mangalokar
Production: THE BARD
Duration: 30 Sec