Created by Euro RSCG, the campaign is about how women perceive the brand with Katrina Kaif vouching that Veet is the ultimate 'sexy legs' solution
Ananya Saha | Delhi | February 23, 2012
Katrina Kaif has been endorsing Veet for the past eight years, and this time Veet has embarked on its 'glamour campaign' with a nationwide survey to reveal trends in hair removal. In the TVC created by Euro RSCG, brand ambassador Katrina reflects the style conscious young woman of today who is looking for the most convenient solutions to bring out the glamour in her.
The TVC shows Katrina getting ready for a party and she decides to wear a simple denim mini skirt and a short shirt because “why do you need anything else when you have sexy legs”. She is shown vouching for the survey where 84 per cent of the readers of Cosmopolitan magazine have said that their legs never felt so smooth and glowing. Her bubbly and 'get going' approach creates immediate identification among Veet's female consumers, who need a depilatory solution that gives them their ultimate sexy legs too.
On how different this campaign is from previous Veet campaigns, Shruti Varma, VP, Euro RSCG, said, “Earlier, it was the brand that was talking. Now, it is about how people perceive the brand.”
The objective of the campaign is to highlight the increasing acceptance of Veet as “the ultimate tool to sexy legs” among girls and women. The TVC subtly brings out the message that Veet stands for 'beauty' and 'confidence'.
Apart from the TVC, Veet is also using mass media to create awareness. Chandermohan Sethi, Senior VP, South-East Asia, Reckitt Benckiser, said, “TVC, print and outdoor media are primarily being used to build awareness. But at the same time we need to ensure that the consumer actually experiences the smoothness and glow that Veet is promising. Hence, through digital and on-ground activation, we are focusing on product experience and post-experience testimonial generation. The activation is happening simultaneously with the TVC, so what you see on-air is what you experience on-ground.”
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