The campaign, executed by Webchutney, aims to bridge the gap between youngsters’ passions and careers, and encourages them to participate in the contest and realise their dreams
BestMediaInfo Bureau | Mumbai | December 29, 2014
The Himalaya Drug Company has launched a campaign titled ‘My Lakshya’ which redefines the value of living your dream. The campaign, executed by Webchutney and directed by Sharad Kalawar, aims to bridge the gap between youngsters’ passions and careers. Through this campaign, the brand plans to engage with the youth and get them to participate in ‘My Lakshya’, a national contest that opens the doors to their dreams. From the entries received during the contest, 10 will be shortlisted and two winners will be chosen. Each of the winners will get a cash prize of Rs 100,000.
The initiative was launched on the back of a survey conducted by the company to understand people’s dreams and ambitions, across Mumbai, Delhi and Bengaluru, by speaking to a mix of college-goers as well as first-jobbers. The study revealed that a great number of people chose or followed a career path based on their parent’s decisions, social pressures or financial security. Thus, there was a huge difference between their dream career and their actual career. The study also highlighted how each respondent sought parental support and acceptance of their career choices.
The video highlights that as people grow up, they forget about their passion and end up making compromises and settling for less. On the other hand, children believe in themselves and show a strong conviction to pursue their dreams. The core message of the campaign is about believing in yourself and not giving up on your dreams.
Commenting on the brief, Amit Basak, Creative Director, Webchutney, said, “Even today, youth in India take up careers depending on what society deems as acceptable. We had to address this concern creatively, while urging them to follow their passion. This is how we arrived at the key message ‘keep the dream alive’, we thought of reaching out to kids to make the adults realise what they are really passionate about and urge them to rethink about their career choices.”
Ashwani Gandhi, Category Manager, Marketing, Consumer Products Division, The Himalaya Drug Company, said, “Young boys and girls in the age group of 18-24 years are very concerned about their career and choices relating to it – whether it is deciding on a college, a particular discipline or getting their first career break. These are life-impacting decisions and they cause a great deal of stress. Through ‘My Lakshya’, we’d like to give the youth a platform that makes the journey of finding their dream career more exciting.”
Vineet Jain, General Manager , Marketing, Consumer Products Division, The Himalaya Drug Company, added, “As a brand, Himalaya is perceived to be a ‘problem solver’ and an ‘enabler’. This year, we entered the men’s grooming segment with our range of face washes and the communication route we’ve chosen is true to our brand DNA. Just as our men’s face washes solve specific problems – like oily skin and pimples – giving young men the confidence to stay ahead in their life, ‘My Lakshya’ campaign builds on the role of the enabler – offering young adults a platform to showcase their talent and realise their dreams.”