The campaign, conceptualised by DDB Mudra, features ordinary girls instead of models to add authenticity and spontaneity
BestMediaInfo Bureau | Mumbai | August 21, 2014
Clean & Clear, a leading youth skin care brand, has released a new television campaign titled ‘See the Real Me’, aimed at inspiring teenage girls to reveal their true selves and not let their appearances and physical imperfections define them. The campaign has been conceptualised by DDB Mudra and extends the characteristic of the brand – of being a trusted friend that boosts teenagers’ confidence.
The 30-second TVC features young girls talking about the nicknames they are given because of their appearances, such as oily skin and pimples, but they find the courage to show their real talents with Clean & Clear’s help. The agency has roped in ordinary girls and not models in the campaign, to add more authenticity and spontaneity.
Rahul Mathew, Creative Head, DDB Mudra, said, “The entire concept of ‘See the Real Me’ lends itself to inspiring stories about girls who don’t want to be bound by judgements and want the world to see them for who they really are. While the world judges them on certain parameters like skin, beauty and physical appearance, the girls believe that they are much more than what shows on the outside.”
“Clean & Clear decided to celebrate their courage and provided them the platform to express their ‘real’ side. The idea was to collect these stories and convert them into a TVC that lends a strong message – ‘Don’t let oil and pimples stop you from showing the world who you really are’. The method of ‘street casting’ was adopted to ensure that we absolutely do not cast models/actors and get authentic and genuine responses. It was important that the consumers relate to the girls and their stories. The best responses finally made it to the TVC,” Mathew added.
Ganesh Bangalore, General Manager, Marketing at Johnson & Johnson India, said, “Clean & Clear fundamentally believes that every young girl has an innate potential which makes her unique and special. All she needs is a little courage to dazzle people with her true abilities and inspire other girls around her.”
The ‘See the Real Me’ campaign is being promoted on a global scale and this TVC is the first step in disseminating the new message in India. After its huge and ongoing success in the US, the campaign has been suitably adapted to address the issue of ‘name-calling’, prevalent among Indian teenagers.
Creative agency: DDB Mudra West
Chairman & Chief Creative Officer: Sonal Dabral
Office Head: Rajiv Sabnis
Creative Head, West: Rahul Mathew
Business Head: Shally Mukherjee
Senior Creative Director: Manoj Bhavnani
Associate Creative Director: Rinku Jariwala
Creative Team: Natasha Nair
Account Management: Nitika Tambay, Neema John
Agency Producers: Achyutanand Dwivedi, Vishal Agarwala