Beauty is not just skin deep. It’s about living life’s beautiful moments. This is the message that Pond’s wishes to convey through its latest contest — Pond’s Googly Woogly Queen. All you need to do is share your pleasant memories, anecdotes and interesting events to be the Googly Woogly Queen.
The contest is on November 9 and the winner will be able to share the spotlight with the reigning Pond’s Femina Miss India.
A panel of independent judges will select 15 girls with the most beautiful moments. Pond’s Femina Miss India Tanushree Dutta will be crowning the winner as the Pond’s Googly Woogly Queen in a glittering ceremony. Jewellery worth Rs 1 lakh and a range of beauty products from Pond’s would be gifted to the winner.
On the marketing rationale behind the contest, Richa Puranesh, Marketing Manager, Activation - HLL Skincare, said: “Acknowledging beauty in our consumers’ lives is the reason for hosting the contest. We believe that Googly Woogly moments are some of the most beautiful points in our consumers’ lives. We felt this way we would connect with our consumers better.”
Pond’s has been regularly associating with beauty contests. Asked on how this has been benefiting the company, Puranesh said: “The brand connects with the most vibrant beauty platform, which is obviously the catalyst of the ‘core’ of the brand. Pond's defines your own beauty potential that’s implicit in the brand's baseline ‘as beautiful as you want to be’. The association with the pageant is therefore a natural one.”
A separate TVC is being made for this contest. This will be running for six weeks starting October 10. Large-scale below-the-line initiatives have also been worked out to be organised at the top four women's colleges in 20 cities to activate the programme. Print advertisements are already out. Around 250 Modern Trade or Self Service Outlets like Big Bazar, Food World, P3, etc across the country will be opened up over the all six weekends.
“All three Miss-Indias are our Brand Ambassadors who will be travelling all over the country to recognise and reward the Googly Woogly Princesses as well as choose the Googly Woogly Queen,” says Puranesh.