The campaign conceptualised and executed by Mullen Lintas, Mumbai conveys the message to every woman that change your skin for yourself, even if it changes nothing else
BestMediaInfo | Mumbai | January 20, 2017
Bajaj Nomarks has unveiled its latest brand campaign that highlights the advantages of its skincare cream. The campaign is conceptualised by Mullen Lintas and is led primarily by a video film that touches upon the core point of the cream being a companion to women who often face multiple skin problems on the face.
Commenting on the core message that the brand seeks to make through this film, Ameya Dangi, Head of Marketing, Bajaj Corp, said, “Bajaj Nomarks cream is completely Ayurvedic in composition and has been clinically tested for its efficacy quotient which makes it a unique product in the anti-marks category. Through this new campaign, which is the first of a new idea developed by our agency Mullen Lintas, we want to encourage people not to be bothered by small things like skin marks but to focus on realising their bigger ambitions irrespective of what others may think of them.”
The film has been developed based on the insight that in today’s day and age, wives have a common complaint that husbands are so engrossed in doing their own thing that they fail to notice some obvious changes, especially about them. For example, the husband will not notice any change in the appearance of the wife or for that matter even miss the new dress that she is wearing and so on and so forth. It was this insight that gave birth to the campaign idea of ‘Men Don’t Notice.’
Highlighting the core idea behind the film, Ayyappan Raj, EVP, Mullen Lintas, said, “The mark removal skincare category is seeing a visible growth in the number of players and it is imperative that each one differentiates their offering from the others. With Bajaj Nomarks, the plus point is its reliance on herbal remedies along with the guarantee of delivering visible results in the quickest possible time. We used this as the core point in the film and brought to life a real situation that women often face at home. The film delivers the promise of being a reliable companion to women when they need them the most.”
Explaining the creative thought-process behind the campaign, Shriram Iyer, National Creative Director, Mullen Lintas, said, “In advertising we are used to seeing big changes to lives post usage of a product. With Nomarks, we are promising that big change to your skin, and nothing else. Change your skin for yourself, even if it changes nothing else, is the message we want to give out with this ad.”
The film depicts a story of a wife whose husband never notices her even if she experiments with new hairstyles or wears a new sari. Therefore, one day she decides to do something for the pimple marks on her face. She uses Bajaj Nomarks and slowly the marks reduce and eventually disappear from her face. The husband still doesn’t notice the difference but she’s happy that her skin has become spotless.
The film has been launched offline on all popular channels and will also be rolled out extensively across print and outdoor. The film is being launched online as well and will play on major social channels to draw maximum mileage.
Client: Sandeep Verma, Ameya Dangi, Yashodeep Agrawal
Agency: Mullen Lintas Mumbai
Creative: Shriram Iyer, Garima Khandelwal, Angud Bhalla, Trishna Prakash
Account Management: Raj Ayyappan, Manish Somani, Shrirang Deodhar
Planning: Ekta Relan
Production House (Director): Elements (Vivek Das Chaudhry)