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Vivel tells women not to make any workplace compromises

Conceptualised by L&K Saatchi & Saatchi, ‘Ab samjhauta nahi’ is a new campaign aimed at shattering gender-based assumptions and how women can be soft and tough at the same time

BestMediaInfo Bureau | Mumbai | June 28, 2016

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

Vivel, ITC’s personal care brand, has rolled out a new campaign, ‘Ab samjhauta nahi’. While most personal care brands for women celebrate a woman’s beauty, Vivel has tried to acknowledge their existence and freedom differently.

The TVC, conceptualised by L&K Saatchi & Saatchi, presents an everyday situation faced by modern day Indian women at the workplace and tries to communicate the brand message that every gaze, every thought that suggests women being weaker or less than equal needs to be shattered.

The TVC starts with a woman talking about handling difficult situations with “softness”. The scene then cuts to the same woman being congratulated by her friends on winning an award. This is when another man approaches her and asks her to join his company and promises to take her to new heights. The woman, sensing something amiss in the man’s approach and offer, gives it back to him with a sarcastic remark. The TVC subtly hints at workplace harassment and the objectification that women are subjected to and encourages women to take a stand against such instances.

Anil Nair Anil Nair

Speaking about the campaign, Anil Nair, CEO & Managing Partner, Law & Kenneth Saatchi & Saatchi, said, “The whole personal care category is a self-centered category. It is all about personal attention. We decided to say that the brand stands for something much bigger than that. In a society such as ours just talking about beauty sounds very superficial. So we decided that the brand should elevate itself from being a superficial brand to a brand with purpose. Basically, what we decided is that within the category, within what we promised, what our core is – giving soft skin – we wanted to ensure that softness is not seen as an indulgent benefit but actually as something that has an impact.”

Nair further explained, “We also found that women by nature are called the softer sex. So we wanted to tell a story where women can remain what they are, that is, soft, gentle natured, but will not tolerate the crap that comes their way. There is a way to face such situations with softness and in your own way, be it with sharp wit or cleverness, and therefore, the girl in the TVC doesn’t utter a harsh word in the commercial. We are simply saying that softness is their strength.”

The TVC:



Client: ITC

Brand: Vivel

Agency: L&K Saatchi & Saatchi

Chief Creative Officer: Vivek Rao

Production Company: White Light Moving Pictures

Directors: Subir Chatterjee, Namita Roy Ghose

Tags: Vivel
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