Pond’s ‘Jhappi Van’ campaign based on social experiment that asks youth to hug loved ones

‘New set of digital films talk about different relationship dynamics’

e4m by exchange4media Staff
Updated: Jan 16, 2019 2:08 PM

Pond’s Cold Cream  has launced a new campign ‘Jhappi Van’. The social experiment conducted by Pond’s aims to nudge young people to go over and hug those they love. 

In Indian parlance, ‘jhappi’ means much more than a simple hug.  It’s the embrace and protection that only a loved one can provide. 

On the occasion of International Hugs Day celebrated every year on the January 21st, this campaign aims to remind us that nothing really compares to the warmth and love in a real hug.  Just the way Ponds Cold Cream provides skin with a nourishing and shielding hug against the harsh winter. 

Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy Mumbai said, “'Pond's ki jhappi' embodies the warmth, love and care that Pond's Cold Cream gives to your skin. We decided what better way to build brand love, than by spreading the joy of a real hug. 

So, we came up with the Pond's Jhappi van. This 'hugs' van gave you the opportunity of returning the love and care you got from those who showered you with theirs. Bringing alive all the attributes and emotions that Pond's Cold Cream stands for.” 

Prabha Narasimhan, Vice President, Skincare and Colours, Hindustan Unilever Ltd. said: With the launch of #PondsKiJhappi in 2017, we were looking at ways to taking it forward and building on the same thought. Interesting consumer insights helped us understand that it’s relationships even beyond the mother-daughter bond (which is what we’ve shown in our TVC) that hold value when it comes to ‘care’ - which is what led to the idea of the ‘Pond’s Jhappi Van’. Our new set of digital films talk about different relationship dynamics and how a ‘jhappi’ is a great way to show that you love and care. 

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