The TVC for the international product, has been largely supported by social media especially Facebook
BestMediaInfo Bureau | Delhi | July 25, 2012
CleanÂ &Â ClearÂ Morning Energy face wash, range has been advertised internationally as the perfect solution for girls whoâve had a late night and need to perk up in the morning. However, when the product entered India, the communication needed tweaking since here, âLate nightsâ have negative connotations of parties and irresponsibility.
DDB Mudraâs research for the affirmed this. Hanoz Mogrelia â Group Creative Director, DDB Mudra Mumbai said, âThe brief we got told us to introduce the internationally successful range of face washes in India. The face wash is aimed at teenage girls who do not like to get up in the morning, usually because of late nights.â In India, thus, DDB Mudra needed to keep Indian sensibilities in mind while creating communication for this new range.
The teen girls who were spoken to, immediately rejected the notions of late nights claiming that it didnât hold true for them. âHowever, when we spoke to them about their daily routine, we found that most teens we spoke to went to sleep after midnight on weekdays! In fact, they stayed up much later when they had exams or project submissions due. This set up a problem for us. We had the perfect product for girls staying up late at night, but they completely refused to acknowledge this habit,â said Mitali Srivastava, AVP Planning, DDB Mudra Mumbai.
She added, âWhen we mapped out these girlâs lives, we found that it becomes the best friendâs role to wake up her groggy friend in the morning. Best friends always stick together and donât go to class without the other. Hence the best friendâs becomes the girlâs alarm clock to make sure she gets up on time. So while her best friend gets her to college on time; her late night takes its toll on her face and it shows.Â She has an alarm clock to make sure sheÂ gets up, but her skin does not skin reallyÂ wake up.â
Keeping the insight of âtime keeperâ best friend intact in the communication, âWe created a series of fun TVCs that showed a girl employing unusual techniques to wake her best friend up.Â We used these spots to communicate that in addition to your best friend, you also need an alarm clock for your skin,â said Srivastava.
The TVC was followed by a crowd-sourcing contest on social media, especially Facebook, where contestants were asked to shoot their own crazy ways of waking their best friends up. Radio, outdoor and print was used to reinforce the message that thereâs now an alarm clock for your skin. Â The winners of theÂ CleanÂ &Â ClearÂ Times Fresh Face Contest were used as the faces ofÂ CleanÂ &Â ClearÂ in the communication where the best friend morning story was replicated.
Chairman and CCO: Sonal Dabral
President: Rajiv Sabnis
Executive Creative Director: Louella Rebello
Group Creative Director: Hanoz Mogrelia
Art: Rithwick Raghunath
Copy: Kashyap Joshi
Account Management: Sharmila Malekar, Aastha Chopra
Account Planning: Aditya Kanthy, Mitali Srivastava, Saloni Handa