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Himalaya draws a connect between yellow teeth & social embarrassment

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

Click on the image to watch the TVC. Click on the image to watch the TVC.

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, Himalaya’s 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 “you might not be able to notice your yellow teeth, but others do”. This is followed by the product message of whiter teeth in two weeks, and Himalaya’s Sparkling White being India’s first whitening toothpaste with no chemical bleach.

The TVC for Himalaya’s 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 – 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 ‘yellow’. 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: ‘Is yellow teeth also a fashionable trend?’. 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 – Consumer Products Division, The Himalaya Drug Company, commented, “As a brand, we have been investing more and more in understanding our consumers’ 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.”

Shenaz Bapooji, Head, Soho Square, added here, “The 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 today’s youth. We were mindful of the fact that we needed to stay focussed on the insight and yet not tip over to appearing offensive. Let’s just say, we are very happy with how the films have come out this time too.”

The TVCs:

[youtube]https://www.youtube.com/watch?v=Ou-yQ5Z5wyw[/youtube]

[youtube]https://www.youtube.com/watch?v=ZCBJinUoUc8[/youtube]

Credits:

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

Info@bestmediainfo.com

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