Pond’s, the brand in skincare innovations, has launched a film titled ‘Navratri’ across all digital platforms in continuation of its global campaign #SeeWhatHappens.
The campaign shows how social norms often reflect in the form of our own internal voices and how it impacts the choices that women make and how it impacts one’s own confidence.
While the Boxer was the first series in the campaign, building the philosophy of #SeeWhatHappens, Pond’s is now launching the next phase of conversations, which percolates the new campaign idea to the product level, with the ‘Navratri’ film for the BB+ Cream. The BB cream is specially formulated to work as an all-in-one foundation and moisturising cream to give women a natural glow to their skin.
This film, developed as phase 2 of the BCI, by Pond's and Ogilvy India, is a heart-warming, sensitive story of a young Indian girl, who is beautiful, confident and exuberant and yet her perceived ‘weight and body shape’ holds her back from enjoying what she loves the most- dancing.
Her inner voices make her wonder if she is good enough to stand next to her svelte, and ‘glamorous’ friends. She is more conscious about her appearance than ever before, especially with everyone around her capturing their moments on social media. But what if she decides to let all that go? What if she realises that as soon as she gets comfortable in her own skin, her inner voice that earlier stopped her from doing something, might actually turn to encouragement.
“We have always understood the immense potential that women have, and understand the insecurities they face. An inner voice of hesitation and doubt often holds them back. Through #SeeWhatHappens, we aim to showcase that women also have the personal strength to silence that inner voice and rise above it. We’re glad our first film – ‘Boxer’ was well-received and hope that the latest one ‘Navratri’ will reinforce the idea,” said Prabha Narasimhan, Vice-President, Skincare and Colours, Hindustan Unilever Ltd.
The two films have been conceptualised and produced by Ogilvy Singapore and India.
"Pond’s is on a journey of telling stories of hesitations that hold us back. These are very personal doubts that keep us in our shells. Whether we like it or not, how much we weigh, continues to weigh on our minds. Through each of our stories, we want to talk to young girls and women, telling them to cross the bridge of doubts and see what happens," said Kainaz Karmakar and Harshad Rajadhyaksha, CCO Ogilvy India (West).
Client: Pond’s, Hindustan Unilever Ltd.
Vice-President, Skincare and Colours, Hindustan Unilever Ltd.: Prabha Narasimhan
Agency: Ogilvy India
CCO Ogilvy India (West): Kainaz Karmakar and Harshad Rajadhyaksha