Nothing can compare with warmth of a real hug, says Pond's in new social experiment
On the occasion of International Hugs Day celebrated every year on January 21, Pond's came up with a 'Jhappi Van' and nudged young people to go over and hug those they love. The campaign has been created by Ogilvy Mumbai
In a world of constant virtual connectedness, so little time is spent on making actual, physical connections with those we love. So Pond’s Cold Cream has tried to touch the emotional side of today’s youth with a ‘Jhappi Van’ — a social experiment conducted by Pond’s to gently nudge young people to go over and hug those they love. On the occasion of International Hugs Day celebrated every year on January 21, these films created by Ogilvy Mumbai, born out of an experiment, are a warm way of reminding that nothing really can be compared to the warmth and love in a real hug.
Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy Mumbai, “'Pond's ki jhappi’ embodies the warmth, love and care that Pond's Cold Cream gives to your skin. We decided what better way to build brand love, than by spreading the joy of a real hug. So, we came up with the Pond's Jhappi van. This 'hugs' van gave you the opportunity of returning the love and care you got from those who showered you with theirs. Bringing alive all the attributes and emotions that Pond's Cold Cream stands for.”
Prabha Narasimhan, Vice-President, Skincare and Colours, Hindustan Unilever Ltd, said, “With the launch of #PondsKiJhappi in 2017, we were looking at ways to take it forward and build on the same thought. Interesting consumer insights helped us understand that it is relationships even beyond the mother-daughter bond (which is what we’ve shown in our TVC) that hold value when it comes to ‘care’ — which is what led to the idea of the ‘Pond’s Jhappi Van’. Our new set of digital films talks about different relationship dynamics and how a ‘jhappi’ is a great way to show that you love and care.”
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