Conceptualised and created by Soho Square, the campaign takes cues from strong consumer insights and touch upon the emotional conflict of an embarrassing situation
BestMediaInfo Bureau | Mumbai | May 5, 2015
The Himalaya Drug Company recently launched their latest TV commercial for Sparkling White Toothpaste, a whitening toothpaste with no chemical bleach. The commercials are driven by consumer insight and touch upon the emotional conflict of an embarrassing situation. The TVC has been conceptualised and created by Soho Sqaure and is directed and produced by Code Red Films.
Himalaya carried out an extensive consumer study, which revealed interesting insights that led to the creative idea. Firstly, people do not realise the fact that they have yellow or discoloured teeth and secondly, it is perceived that whitening toothpaste leads to sensitivity because of abrasion from chemical bleach. The brand challenge was to move away from cosmetic benefits of whitening and create a unique space for the brand by staying true to it problem-solution positioning, apart from having an emotional angle.
Taking cues from the study, Himalayaâs new communication has a humorous angle and captures real life moments when people land themselves in embarrassing situations because of their yellow teeth. It ends with the underlying message that âyou might not be able to notice your yellow teeth, but others doâ. This is followed by the product message of whiter teeth in two weeks, and Himalayaâs Sparkling White being Indiaâs first whitening toothpaste with no chemical bleach.
The TVC for Himalayaâs Sparkling White Toothpaste went live on all general entertainment channels and digital platforms on April 30, 2015.
The communication is addressed to youth in the 16 to 25 age-group, who are more sensitive about how they look. There are two different commercials â one where a couple is on a date, where the guy is complimenting the girl on her looks, but when it comes to her smile his instant reaction is âyellowâ. The second commercial shows a bunch of girls, where the most fashionable one among them is showing off her new style statement, including hair streaks and multi-coloured nails, when she is taken aback by a question: âIs yellow teeth also a fashionable trend?â. Both commercials showcase youth socialising and how the situation suddenly becomes very embarrassing when it comes to yellow teeth. The TVCs conclude with Himalaya Herbals Sparkling White showcased as a solution for whiter teeth in two weeks.
Rajesh Krishnamurthy, Business Head â Consumer Products Division, The Himalaya Drug Company, commented, âAs a brand, we have been investing more and more in understanding our consumersâ psychographics to create campaigns that are clutter-breaking, appeal to the youth and highlight our USP of problem-solution. No-chemical bleach in our whitening toothpaste is unique and addresses the concerns of sensitivity and abrasion. The earlier set of four TVCs that we had created last year had spelt success for the brand and we wanted to build on the same platform of social embarrassment and take the execution to the next level. We plan to build a mark in the whitening segment which is pegged at Rs 138 crore and is growing at 43 per cent.â
Shenaz Bapooji, Head, Soho Square, added here, âThe last set of films done for Sparkling White worked wonders for the brand. The question this time around was to raise the bar and create another set of films that connect with todayâs youth. We were mindful of the fact that we needed to stay focussed on the insight and yet not tip over to appearing offensive. Letâs just say, we are very happy with how the films have come out this time too.â
Creative agency: Soho Square
Agency team: Shenaz Bapooji, C Ravikumar, Anoop Ancil, Nirmal Nair
Production House: Code Red Films
Producer: Subrat Ray
Director: Gajraj Rao
DOP: Bijitesh Dey
Line Producer: Anant Alim
Production coordinator: Mahi
Art Director: Ajay (Pupa Set)
1st Art Director: Soumendra Padhi
2nd Art Director: Biswaranjan Pradhan
Casting: Neelam Pathania/ Shrikant Lad
Art Directors: Dixshant Gaurav Kala, Shrikant Lad, Vishal Sharma
Costumes: Karishma Acharya
Post production: Pixion
Offline Editor: Kiran Ghaisas
Grading: Miten Udeshi (Teamworks)
Online Editor: Augustine Noronha
Sound Engineer: Arun Crasto
Music Director: Mikku Patel
Still photography: Yogesh Chiplunkar