ITC relaunches its iconic brand Charmis with Kajol

Conceptualised by Contract, the TV campaign captures the values and essence of the brand – ‘Achchaai Jo Chehre Par Nazar Aaye’

e4m by exchange4media Staff
Published: Oct 13, 2018 10:19 AM  | 3 min read

Charmis is a heritage face care brand and enjoys consumer trust that has extended over eight decades. ITC has given the iconic Charmis a fresh new look.

A new TV campaign that captures the values and essence of the brand – ‘Achchaai Jo Chehre Par Nazar Aaye’ has been rolled out to celebrate the goodness, painstakingly nurtured and instilled in children by every mother. The campaign recognises and celebrates the lessons best learnt from mothers - ‘Maa ki Seekh’ and how they guide children to make the right choices as they navigate through the maze of life and respond to challenges and conflicts thrown up each day.

Speaking about the campaign, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “It is a moment of pride for us to reintroduce Charmis, a brand that has been loved by consumers for over eight decades, in a fresh new look. We are excited to introduce a great new sensorial with SPF 30 and above all with a delightful new TV campaign. The brand presents the core thought in an engaging manner and I must appreciate the great work done by the director, Ram and the entire creative team at Contract.”

The new TVC developed by the creative team at Contract and film director Ram Madhvani of Equinox, showcase the heartfelt moment of a young boy, who when faced with a dilemma, decides to follow the value of goodness and the teachings learnt from his mother - brave boys don’t hit girls. Simple yet extremely effective and powerful, the TVC narrative brings alive the brand’s core thought that it is the goodness within that glows on our faces. That glow is evident both on the face of the child as well as the proud mother.  

Ram Madhvani, Director, further stated, “I am delighted to have been chosen to work on the film. I found the brand’s concept – 'Achchaai jo chehre par nazar aaye', extremely unique and was excited to make the film, simply because of the value systems that the brand was speaking about. And of course, having Kajol as part of the film helped elevate the entire conversation. Besides being a powerful performer, she also stands for the values showcased in the film.”

Kajol has stepped in as the brand ambassador. She is a modern mother who does not shy away from speaking about the active role she plays in her children’s upbringing. Even off camera, she embodies the characteristics of the Charmis Mom, who prides in motherhood and plays a dominant role in shaping the value system and thought process of her children.

Kajol shared her excitement on being a part of the TVC and stated, “The Charmis film simply underlines a basic truth that while goodness is about character, integrity, honesty, kindness, moral courage, but above all, goodness is about how you treat other people. Being a Charmis ambassador makes me feel good and trustworthy; both aspects being important to me as a person and an artist.”

The all-new Charmis deep nourishing cold cream from ITC will be available in packs of 30ml, 58ml, 100ml and 175 ml at INR 40, INR 70, INR 120 and INR 180 ml, respectively. With its unique blend of Vitamin A, C & E, ITC Charmis combats winter, leaving skin radiantly restored, naturally soft and resilient. And Charmis SPF 30 provides optimal moisturisation for all year round usage.



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