Conceptualised by Karishma Lintas, the company is promoting its latest products Strawberry Shine Lip Balm and Cocoa Butter Intensive Body Lotion in the TVCs
Conceptualised by Karishma Lintas, the company is promoting its latest products Strawberry Shine Lip Balm and Cocoa Butter Intensive Body Lotion in the TVCs
BestMediaInfo Bureau | Delhi | December 3, 2014
Click on the image to watch the TVC.
The Himalaya Drug Company has launched a campaign comprising two TVCs for its new products, Strawberry Shine Lip Balm and Cocoa Butter Intensive Body Lotion. The TVCs, conceptualised by Karishma Lintas, emphasise the brand's commitment to natural and pure solutions. Directed by Ravi Udyawar and produced by Binny Kapadia the TVCs went on air on November 28, 2014.
The first TVC shows a girl using the Himalaya Cocoa Butter Intensive Body Lotion before her performance in an inter-college dance competition. She is so smitten by the resulting soft skin and fragrance that she breaks into her own dance, much to the surprise of the other dancers.
The second TVC shows young girls in different situations: a girl running on the street, a college girl checking her exam result, a girl baking a cake, another girl on a date with her boyfriend, and a girl waiting at the airport who is seen applying the Himalaya Lip Balm as she looks at the arrival board, a sense of happiness showing on her face. Every situation ends on a happy note – the cake gets baked nicely, the runner breaks her own record, the girl on the date gets proposed to by her boyfriend, and the college girl gets good grades. These incidents bring a natural, genuine smile to their lips.
Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company, said, “Today, categories including body lotions and lip balms are seeing a substantial growth in the market, especially amongst college goers, who are more wary of problems like skin dryness and chapped lips. While skincare problem is their primary concern, they are increasingly becoming more comfortable with natural ingredients based solutions while not compromising on good sensorial. To meet these requirements, we have re-launched our body lotions with advanced formulation, premium packaging and appealing sensorial. Our Strawberry Shine Lip Balm is the first lip balm formulated using 100 per cent natural colour in India. With intense competition in both the categories, we feel our products are differentiated and efforts are being made to communicate their USP in our new TV commercials.”
GV Krishnan
About the creative strategy, GV Krishnan, Executive Director, Karishma Lintas, said, “Our task was to bring to life the key strength of Himalaya – natural ingredients and 100 per cent herbal colour – in a manner that appealed to our TG. The idea of 'natural smiles' came from the product benefit and appeals to our target audience on an emotional level. In other words, the most beautiful smiles are the genuine ones.”
“The benefit of any moisturising lotion is soft, smooth skin. Our challenge was to communicate the product superiority by way of the purest ingredients of Himalaya Cocoa Butter Intensive Body Lotion in a unique manner. The creative idea of 'skin so soft, you feel like you want to touch it over and over again' was given a new twist. Instead of playing out the usual scene of the user being complimented by another person, here she is amazed by the softness of her skin and she loses herself to that moment,” he added.
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