'Future Consumer Ltd’s campaign for ThinkSkin a good attempt but fails to create impact'

Campaign for body wash brand with braille-friendly packaging features Captain of Indian Men’s Blind Cricket Team

e4m by Misbaah Mansuri
Updated: Jan 9, 2019 8:40 AM

Future Consumer Limited (FCL) recently launched a braille-friendly packaging for their body wash brand, ThinkSkin. The product has been designed in such a way that it becomes easy for the visually impaired to recognise the bottle. 

The new range was unveiled through a special campaign featuring Ajay Kumar Reddy, Captain of the Indian Men’s Blind Cricket Team, highlighting the importance of the sense of touch.

While the sense of touch is used by everyone for various purposes, there are some who depend only on this sense and that forms the core thought of the campaign.

Ashni Biyani, Managing Director, Future Consumer Limited, said the brand worked towards launching a body wash at the price-point of a soap. “Body wash in itself has not been a sizeable category because it was not in the interest of soap manufacturers to launch a body wash. What we did is launch a body wash at the price-point of a soap as there was a deep aspiration among the consumers to use it, but it was very expensive for them to purchase,” she said.

Keshav Biyani, Head – Home and Personal Care, Future Consumer Limited, said the idea behind the campaign was to make the purchase-journey simpler for the visually-impaired. “We have a lot of visually-impaired people visiting our stores and the starting point was that we wanted to make shopping simpler for them,” he said.

While the idea itself is unique, does the spot do justice in reflecting the core features and creating a strong positioning for the product among the target group?

We asked industry experts what they thought.

K V Sridhar, Founder & Chief Creative Officer, HyperCollective says that while it is a good attempt, the brand could have gone half a step more with establishing the overall connect.

“They could have communicated it better because no one knows how a blind person plays cricket. The captain’s story should have been celebrated more and there should have been better clarity about the story. Is it the touch or the captain who has never been celebrated? Brands should not just jump on the brandwagon but delve deeper into what really helps the visually-impaired people. While the intent is right, going the extra mile would help brands become more purpose-driven.”

Priya Gurnani, Creative Head, Publicis Groupe, Bengaluru said while the narrative’s intention was to get across the importance of touch in our daily lives so that one could empathise with the blind, it did not successfully translate in the storytelling.

“To start with, it is a great initiative by an FMCG brand which does more than just promising a couple of bucks to charity. The commercial failed to raise goosebumps or create some ‘aha’ moments which in my opinion, is a must. By the end of it I was confused if I was supposed to empathise with them or treat them as an equal. The choice of a voice-over and the background music almost seemed like a style that a government institution would use in one of the ‘Dhoomrapaan Hanikarak Hai’ ads. For something as soft a concept as ‘touch’ the music felt too heavy. While the DOP’s efforts are clearly visible, the overall result could have been better.”

Chintan Vora, Co-Founder, Digital Latte, appreciated the creative and overall thought. “It's kind of refreshing to see that rather just posting wishes on social media, a brand has gone a step further and acted on a social cause. But now I would really love to see the brand doing something that actually brings a difference in their lives.”

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