Veet fairytale shows the benefits of nature

Conceptualised by Havas Worldwide, campaign was created to launch the all-natural range from Veet

Sohini Sen | Mumbai | November 11, 2013

Veet has launched for the first time ever a new 'Naturals' hair removal cream range. Veet's new hair remover range is being promoted by a campaign created by Havas Worldwide, which builds on 'Discover' and 'Surprise' as the two elements of the fairytale campaign with brand ambassador Katrina Kaif.

The new range is made from 100% natural extracts and formulated with mild and refreshing, nature-inspired fragrances. This is why the campaign highlights the natural ingredients used. Available in two variants – with Papaya Extracts for Normal-Dry Skin and with Camellia Seed Oil Extracts for Sensitive Skin – Veet Naturals has been launched in India and will soon see an international rollout.

"The task was to establish a natural variant in a category which is considered to be driven more by chemicals than having any sort of association with natural ingredients. The advantage we had with Veet is that the brand already has a strong recall in the beauty space and confidence. We decided to share the new initiative with some consumers. They were surprised to discover that there is now a product available in the hair removal cream segment which has natural extracts and at the same time gives their skin a smooth glowing touch. At this point, we were clear that we wanted to further build on 'Discover' and 'Surprise' as the two elements for our campaign," said Shruti Varma, Vice-President, Havas Worldwide.

The TVC opens with Katrina Kaif, Veet's brand ambassador, standing at a window reading a book. She throws a seed she has been holding and watches it expectantly. Suddenly, as if by magic, the world around the seed transforms and a lush green stalk springs up. As Katrina climbs up the stalk, she brushes by the Camellia flowers and papaya fruits growing there. On contact, these rub off an immediate glow on her skin. As she reaches the top of the stalk, she is amazed and thrilled when she notices the Veet Naturals range radiating in all its glory. The TVC continues with shots of Papaya cream, and of Katrina Kaif applying Veet to her arms.

Portraying the smoothness of the hair removing cream, Katrina slips and slides smoothly along a giant curved leaf. It ends with her settling on a leaf hammock and making the Veet 'V' sign with her hand. The voiceover announces: “Veet. Ek khubsurat ehsaas.”

Akhil Chandra, Managing Director, RB India, said, “Innovation forms the core of our DNA and being the market leader, we believe it is our responsibility to deliver better solutions to our customers. Our new Veet Naturals range combines Veet's expertise at hair removal with the goodness of 100% natural extracts, leaving the skin smooth and glowing. Plus, this breakthrough innovation is infused with refreshing, nature-inspired fragrances and formulated with a superior technology that ensures a pleasant hair removal experience like never before. We have a robust 360-degree marketing campaign panning across print, digital and TV, led by our new TVC starring our brand ambassador Katrina Kaif.”

In line with the premium beauty codes owned by Veet, the commercial targets savvy women looking for a naturally enhanced hair removal experience. It challenges the realms of possibilities by transporting her into an imaginary world of dreams, where nature magically surrounds her and grants her the goodness of its special ingredients, making her skin smooth and glowing, gently.

"Based on our insights, we focused on further building on 'Discovery' and 'Surprise' as the two key elements for our campaign. With the creative idea 'Discovery of Veet Naturals'; we knew that a fairytale setup would be a perfect fit. Our final TVC had Katrina Kaif curiously walking up the bean stalk and discovering Veet Naturals, enriched with 100% Natural Extracts, for her glowing and smooth skin. The visuals brought alive the element of discovery and surprise, without moving out of the beauty zone. We knew that the execution would be challenging as it required a very advanced level of computer graphics. In the end, it all came together in a way we wanted and we are extremely happy about it," commented Varma.

The TVC:

Credits:

Agency: Havas Worldwide

Chief Creative Officer: Satbir Singh

Creative Team: Ravi Raghavengra, ECD, Siddharth Dyalchand, CD, Anuranjan Singh, CD

Chief Strategy Officer: Sourav Ray

Account Management: Shruti Varma, VP, Natasha Lalwani, AVP

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com