Veet goes chic in campaign to boot out razors

With an aim to woo a younger audience, the central theme of the campaign conceptualised by Big Momma Productions is “Razors are for boys. Don't shave it, just Veet it”

BestMediaInfo Bureau | Mumbai | March 3, 2015

Click on the image to watch the TVC.

Hair removal brand Veet has launched a new TVC, titled 'Just Veet It', with actor and brand ambassador Shraddha Kapoor. The young-n-chic campaign conceptualised by Big Momma Productions showcases the benefits of using non-razor formats for a long lasting smoother skin. Targeted at a younger audience, the central theme of the campaign is “Razors are for boys. Don't shave it, just Veet it”.

Sohini Dasgupta, Creative Director, Big Momma Productions, elaborated, “It was quite a creative journey, wherein the task on hand was to tell young entrants into the category that razors make your skin rough and hence, your skin fails to feel smooth. More often than not, young girls simply accept shaving as the default means of body hair removal. The prickliness and itchiness are things they assume they have to live with. With this Veet campaign, we have targeted girls who are in the process of forming such habits. We want to simply tell them that Veet is a better alternative to shaving.”

The 60-second campaign starts with a young girl crying 'Ouch, ouch, ouch' while trying to shave her leg with a razor. To which Shraddha Kapoor starts singing, 'You are not a boy and that's not a toy, so why this razor?' It then goes on to explain that if you shave it, then it turns rough and pokey, instead Veet should be used for smooth skin. It then ends with the tune, 'Don't shave it, just Veet it'. Determined to lead the change, this new endeavour by the brand strongly reinforces Veet's aim to change women's attitude towards smooth skin and personal hygiene.

Commenting on the association with the brand, Shraddha Kapoor said, “I am thrilled to endorse a brand that I have used since my teenage years. Veet is a brand that has time and again introduced innovations in the hair removal category that not only provides the ease of hair removal at home, but also ensures smooth and soft skin. With this new campaign, I look forward to highlight the various implications of razor usage and raise awareness around better ways to get smooth, beautiful skin.”

Nitish Kapoor, Managing Director, Reckitt Benckiser India, said, “We are proud to sign Shraddha Kapoor as the brand ambassador of Veet, the globally leading power brand in hair depilatories. She embodies the Veet values of beauty and self-confidence, and this association will help us penetrate further into a younger audience across markets.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Reckitt Benckiser India

Writer: Wordy Num Num

Production house: Big Momma Productions

Director: Sohini Dasgupta

DOP: Vishesh Verma

Music Director: Micu

EP: Ameya Damle

Stylist: Aliya Al Rafai

Set Design: Tanushree & Dipankar

Make-up: Shaan & Gauhar

Info@BestMediaInfo.com

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