Created by L&K Saatchi & Saatchi, the campaign aims to educate young women about the early signs of ageing
BestMediaInfo Bureau | Mumbai | October 20, 2015
Click on the image to watch the TVC.Olay, P&G’s leading skin care/ beauty care brand globally, has launched its new campaign for Total Effects with new mom Genelia Deshmukh. Created by L&K Saatchi & Saatchi, this campaign aims to educate young women about the early signs of ageing.
The film captures Genelia’s skin age being higher than her real age due to post pregnancy and motherhood pressures till Olay Total Effects comes to her rescue and transforms her skin to its earlier youthful glow.
Speaking on the genesis of the campaign, Nikhil Ramesh, Brand Manager, P&G (Beauty care), said, “It is our ongoing endeavour to educate the Indian woman about her skin and provide for the best skin care solutions for her. To drive home the message of how Indian women are facing early signs of skin ageing in a relatable and credible way for Olay Total Effects, we needed a hook that’s relevant to the consumer. That’s when L&K Saatchi & Saatchi came up the Skin Age versus Real Age campaign.”
Delna SethnaDelna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi, commented, “In testimonial formats, being genuine and credible is the biggest challenge. Having Genelia share her skin transformation story after motherhood, thanks to Olay, was just what was needed.”
Priyanka Chatterjee, Vice-President, L&K Saatchi & Saatchi, added here, “In India, conversations about skin age are starting to build. We want to help young women understand what the signs of skin ageing are and fight it with Olay.”
The TVC:
[youtube]https://www.youtube.com/watch?v=SC-e1z2q2IU[/youtube]
Credits:
Client: P&G India
Brand: Olay Total Effects
Creative agency: L&K Saatchi & Saatchi
Clients: Nikhil Ramesh, Kasturi Baral, Chandan Pansari, Kruti Desai
Chief Creative Officer: Delna Sethna
Creative Team: Khatija Beguwala, Priyanka Prakash, Arathi Jayaram
Account Management: Priyanka Chatterjee, Esha Gaur, Shazia Shaikh, Anuja Desai
Production House: Whitescript Films
Director: Punit Malhotra
