Draftfcb Ulka creates new campaign with reigning Miss India for launch of new range of Ayurvedic face wash
BestMediaInfo Bureau | Delhi | November 29, 2012
Wipro Consumer Care and Lighting has just launched a new range of face wash under the Chandrika brand name. Chandrika, well known for its Ayurvedic heritage, has been catering primarily to Kerala. With the launch of the new face wash range, it plans to expand its geographic footprint and at the same time appeal to the younger consumers.
The brand has roped in Vanya Mishra, reigning Pantaloons Miss India World, as its brand ambassador. The TV commercial created by DraftFCB + Ulka shows a friend asking Vanya how she manages to look even more beautiful every time she meets her. Vanya explains that the secret is in the ingredients that her mother puts together to create a special beauty tonic. The film goes on to reveal that the tonic is actually Chandrika Face Wash.
Commenting on the creative brief given to the agency, Anil Chugh, Senior VP, Wipro Consumer Care and Lighting, said, “The new Chandrika Face Wash has been designed to meet the needs of the young consumer. Every young girl aspires to be as beautiful as a Miss India and is often looking for solutions that are natural and effective. With an Ayurvedic recipe and a heritage like Chandrika, we are best positioned to fill this gap where she not only gets a face wash that cleanses effectively but is also a tonic that enhances her skin with every wash”.
On the thinking behind the campaign, Dharmesh Shah, Creative Director, Draftfcb Ulka, said, “The idea was to clearly communicate a simple thing – that one does not need to have a tedious regimen to enjoy the benefits of Ayurveda. We cracked a nice story involving an actual beauty queen to add credibility and the aspirational value.”
Chandrika, best known for its Ayurvedic soap, was acquired by Wipro in 2004 and has over the years launched a range of products that appeal to the younger generation, while still retaining its core promise of the goodness of Ayurveda.
The facewash is available in three variants for different skin types and promises not just cleansing, but a more inside out tonic like effect, with the skin getting better with every wash.
The TVC:
Credits:
Client:Wipro Consumer Care & Lighting
Agency: DraftFCB + Ulka
National Creative Director: KS Chakravarthy (Chax)
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