Vivel encourages women to retain softness as their identity and strength

ITC’s personal care brand, Vivel, unveiled its new TVC resonating the brand’s existing philosophy of Ab Samjhauta Nahin. The aim of the campaign is to make women accept their softness as strength and make a positive connection.

The campaign is conceptualised and executed by Brand David.

Workplace inequality is an issue unspoken. Pay disparity, sexual harassment, unequal comparison; Vivel is talking about all, one at a time. This advertisement represents the struggle every working woman faces. However, this commercial reminds you to be yourself and say no to fitting in. Placing the product in alliance with its identity, Vivel encourages women to retain their softness and empathy.

Ajay Menon, EVP, Brand David, said, “Vivel is proud to be standing for something that is relevant and important to our consumers. Our purpose is what separates us from the pack. We engage with consumers in a much more authentic and deeper level. The campaign celebrates the power of choice and highlights the idea, ‘softness is not my weakness, but my identity.’ And it does so by staying positive and inclusive in its approach, celebrating the softer side of womanhood.”

Menon said more ads are to be launched in this campaign.

Neville Shah, Creative Head, Brand David, said, "The brand stands for a very mature form of feminism. It is a very simple form of saying that we won't stand for something wrong. We won't make compromises and that's what the brand stands for. The quality of being soft is where it stems from. When we were briefed, we were very simply told to marry the proposition and remember that Vivel stands for no compromises and that softness is not a disadvantage. That's where the thought emanated from. As we went along, we spoke about corporate life and the inequality that persists. From there we came to the thought that very few of the suits have colours. It doesn't mean that if you want to be taken seriously, you have to wear a jet-black suit. Why does color have anything to do with your ability to work? To capture the thought that softness is my strength is where we had to land."

There are three more films in the campaign, which will be launched together in some time.

The TVC:

Credits:

Agency:  Brand David

Vice President: Ajay Menon

Executive Creative Director:  Neville Shah

Production House: Good Morning Films

Director: Shashank Chaturvedi

Producer:  Vikram Kalra

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