In a digital campaign, conceptualized by Motivator and executed by Chapter Five Brand Solutions, Himalaya Men’s face wash upholds its brand presence
BestMediaInfo Bureau | Mumbai | April 21, 2016
Motivator has created a disruptive campaign for fast moving consumer goods (FMCG) company, Himalaya, in collaboration with ESP Properties, which is the entertainment and sports arm of GroupM. A digital film launched during the Indian Premier League (IPL) cricket tournament had 1.135 million views in just a single day on YouTube and the campaign is trending on Twitter.
Not just once, but consistently through the tournament, the brand became visible in caps with ‘Pimple’ written on them, generating curiosity among consumers. Himalaya Men’s face wash’s market share has shot up by eight per cent from a year ago, because of the brand’s strong distribution and smart media planning processes.
Motivator’s brief was to build on the momentum for the brand. Motivator’s team worked on the framework and the envisaged strategy was to leverage IPL as a platform, to target Himalaya’s key consumers by associating with the Royal Challengers Bangalore (RCB) team.
A digital film made for the campaign consists of two parts. The first part shows the RCB team in their locker room, when two team members enter with a box of caps. As the players wear their caps, cricketer Shane Watson begins to laugh at them. Sarfaraz Khan, then notices that his cap had ‘Pimple’ written on it and tries to get rid of the imprint. The film ends with a question for the viewers. The narrator says it was not easy to get rid of a pimple. Virat Kohli then says that it was not that difficult either.
The second part of the film opens with Kohli entering the locker room to freshen up. He strolls away for a while, leaving his bag behind. Khan then sneaks into the locker room and begins rummaging through Kohli’s bag, in the hope of finding a solution for his pimples.
Suddenly, Kohli emerges, followed by Watson and Stuart Binny. They ask Khan what he was looking for. “Pimple problem?” they ask him and Khan nods, hiding his face with a cap to cover the pimple on his face. Kohli then gives him the Himalaya Men’s face wash. The film ends with a voice in the background narrating the benefits of the product and the admission that men too, hated pimples.
Rajesh Krishnamurthy, Business Head, Himalaya, said, “Sports sponsorship has always provided an ideal platform for engagement with men. The Himalaya – Motivator - RCB Team, however, wanted to bring in innovation in this genre and developed a very engaging brand idea for the IPL season. It provided us a great opportunity to build our brand in the growing men’s segment while creating excitement among the IPL fans. We are very excited with the way the campaign has shaped up, and we hope to build on the intrigue that we’ve created amongst viewers thus far.”
Ashwani Gandhi, Category Manager, Himalaya Men, said, “It's been an exciting campaign, performing beyond expectations. In this highly competitive men's category, we had to come up with an innovative way to communicate the core proposition of “Curing Pimples” and this idea does just that. With the various fields available for us to associate ourselves, sports were a natural choice and what better than Cricket. Cricketers are known for their performance, fitness, wellness and grooming quotient both on and off field. They become the ideal role model for young men to look up to when it comes to inculcating the habit of looking good and taking care of their skin problems. This communication blends perfectly our core proposition and this outlook towards cricketers, in helping us hit a sweet spot.”
Commenting on the unique campaign rolled out, Zahid Shaikh, Head of South Operations, Motivator, said, “In today’s day and age, branding has evolved to become more than just mere flashing of a logo. Moreover, audiences are increasingly connecting with brands on a conceptual level, rather than just plainly on a logo level, as the case has been traditionally. We are thrilled to see that the campaign has received an overwhelming response, ranking up 1.135 million views in just one single day on YouTube. It is further performing well on Twitter’s trending charts, after creating a series of conversations on social media.”
“The consumer is exposed to several messages in a cluttered environment through the IPL season. If sponsorship has to work for the brand, it needs to be on the back of an innovative idea that links back to the brand’s promise. This is truly a brand innovation that spawned beyond just a logo presence and media spends,” opined Vinit Karnik, Business Head, ESP Properties.
Creative agency: Chapter Five Brand Solutions Pvt Ltd
Media Planning and Buying: Motivator and ESP Properties
Creative head: Prateek Srivastava
Director for the film: Devanshu Singh
Production House: Melting Clock?