Himalaya triggers a confidence drive among rural girls

Conceptualised by Soho Square, the new TVC is aimed at further driving the consumption of Rs 5 Himalaya Purifying Neem Face Wash sachet packs in rural markets

BestMediaInfo Bureau | Mumbai | August 6, 2015

Click on the image to watch the TVC.

The Himalaya Drug Company is gearing up to launch a new TVC to further drive the consumption of Rs 5 sachet packs within the low population markets. This comes in line after Himalaya became the first big brand to enter the fast growing face wash category with sachets early this year.

The new TVC, which will be launched on August 10, 2015, has been conceptualised by Soho Square and directed by Chinar Gupte. Through the TVC, Himalaya speaks to young girls and urges them to face the world confidently and happily as they sport a healthier and pimple-free skin.

Himalaya extends its brand proposition to the rural markets with the core thought that 'Pimple Free Skin is for Everyone' and all youngsters in the country should have access to the product and benefit from it.

Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company, elaborated, “Being the market leader in the face wash category, our endeavour is to provide teenagers with 'Pimple-free Healthy Skin'. The face wash category in urban India is pegged at Rs 1,400 crore and growing at 15 per cent, whereas the rural face wash market stands at Rs 280 crore, but growing at 31 per cent. Growing twice as much as the urban market and with 5 per cent penetration, rural market gives us an opportunity to make our leading brand, Purifying Neem Face Wash, now accessible to millions of new consumers in an innovative sachet pack. With this communication, we expect to bring new users to the category and thereby benefit from pimple-free healthy skin. The launch will be backed by an aggressive distribution and marketing programme to drive awareness and usage.”

Vineet Jain, General Marketing – Consumer Products Division, The Himalaya Drug Company, added here, “Purifying Neem Face Wash, being the preferred face wash brand to help young girls prevent pimples, has taken the lead to address the price barrier that has been holding back a lot of consumers to enter the face wash category. With our new sachet communication, we plan to increase category penetration by driving trials among non-users via providing an affordable price point of Rs 5 for 5 ml (approx three washes). This will help increase user base of the face wash category and drive overall category growth.”

“From a creative point of view, the film continues to leverage the consumer insight that young women hold themselves back when they suffer from a pimple problem. We have tried to capture simple and real life instances of a young girl's day in small towns to draw a strong connect with the communication. Picking on little emotional cues attached to having a pimple like sitting on the last bench or wearing a scarf to hide a pimple to transforming into a confident young girl with a pimple-free healthy skin after using Purifying Neem Face Wash. The commercial ends with the brand's tagline – 'Himalaya Sabse Pehle' – driving Himalaya to be first brand of choice,” said Ganga Ganapati, VP & Head of Office, Soho Square.

The TVC:

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

Credits:

Client: The Himalaya Drug Company

Brand: Purifying Neem Face Wash

Creative agency: Soho Square

Creative Head: C Ravikumar

Director for the film: Chinar Gupte

Production: Boot Polish

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