Himalaya’s campaign for Ayurveda Clear Skin Soap ‘brings back childhood memories’

The new campaign by 82.5 Communications, Bengaluru, will be led by a television commercial followed by a media plan for print, outdoor and retail

e4m by exchange4media Staff
Updated: Oct 14, 2019 5:42 PM

Himalaya has come up with a latest campaign on Ayurveda Clear Skin Soap conceived by 82.5 Communications, Bengaluru.

The campaign portrays the story of a modern woman who uses her bath time to break away from the madness of the daily routine.

The film shows a modern woman who spends the better part of her day taking care of grown-up responsibilities. For her, bath time is ‘me-time’, when she relaxes and relives her childhood days. Because Himalaya Ayurveda Clear Skin Soap allows her to enjoy a traditional oil bath, something that is an integral part of her fond childhood memories.

Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications Pvt Ltd, India, said: “Be it in their product offerings or their consumer insights, Himalaya is rooted in Indianness. The oil bath ritual captured in a soap is a wonderful example of this.”

Naveen Raman, Senior Vice President & Branch Head, Bengaluru, 82.5 Communications Pvt Ltd, India, delved on the strategy behind the campaign, saying: “Himalaya has been a household name in the natural or herbal ingredient space for years now. This is their first attempt in the 100% Ayurveda territory. Coming from the house of Himalaya, the product is assured to be the best in the category. The challenge, however, was to strategically position a new kind of imagery that the brand required within the current Himalayan architecture.

Today's Indian woman is an achiever and a role model in every way. A 'me-time' with the touch of pure Ayurveda is what Himalaya offers with the everyday bath.”

C Ravikumar, Senior Creative Director, Bengaluru, 82.5 Communications Pvt Ltd, India, said about the thought behind the communication, “Back in the day, bath time was a wholesome, nourishing experience for the mother and child. Mostly the child would run around the house with oil applied on the body and the mother would chase the mischievous child. In today’s busy world, people don’t have time for an oil regime before a bath. Since this product offers the same benefits of an oil bath, why not remind people of that complete experience?”

The new ad campaign will be led by the television commercial followed by a strategic media plan for print, outdoor and retail.

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