A Comms 'raises' the bar for Dove Whitening Deo promotion

A mannequin has been set up in the female 'western wear' sections of Central Stores and Shoppers Stop locations, wearing a white top with one arm raised to highlight the 'no more dark patches' communication

BestMediaInfo Bureau | Delhi | January 17, 2013

It isn't just another whitening product, for it caters only to women and talks about a particular shyness – that of raising arms to reveal dark underarms. Hindustan Uniliver's premium brand Dove wanted to target upwardly affluent females for its 'Whitening Deodorant' promotion, and A Comms, with its widespread retail network and innovative execution, created a successful concept.

For the campaign, a mannequin has been set up in the female 'western wear' sections of Central Stores and Shoppers Stop locations across the country. This is on a podium and the mannequin in question wears a white top with one arm raised. To highlight the 'no more dark patches' communication of the deo, this podium is lit up and a cut-out of the product and model placed next to it.

The campaign has been conceptualised in a multitude of ways at the same location connecting directly to the touch-points. Here, on the same floor of the mannequin set-up, the trial rooms – of the ladies of course – are branded with the promotion too. The doors and mirrors carry the same visuals as the one next to the mannequin.

Vishakha Singh, Director of A Comms, said, “Hindustan Unilever's Dove has a strong brand presence already, but we had to leverage it in a unique way for this product. Western wear departments of malls these days are the most frequented, and this campaign has been designed to ensure none of the visitors miss it!”

Aurora Comms, or popularly, 'A Comms', is India's largest retail-media network that offers shopper marketing and branding solutions at consumer touch-points. In over two years of operations, the company has delivered value for marquee brands such as ICICI Bank, The Economist, Viacom 18, Tata AIG, ICICI Securities, Star, Raymond and HUL.

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