With the influx of social media and the pressure laid on people to be presentable concerning societal benchmarks, millennials today tackle both physical and mental issues impacting their overall well-being. Being constantly under the radar of being judged impacts your performance and has an impression on how you lead your life.
Philips India has launched their campaign ‘#TenOnTenYou’ with cricketer Virat Kohli, the Philips male grooming brand ambassador, putting the spotlight on the constant battle of being judged by society and taking the conversation forward on how you can enable the millennials today in shaping their true self to the best of their capability.
The campaign has been launched in alignment with the announcement of Philips innovation solution for personalised experience i.e., the BT3000 series. The product’s personalised quality has been the genesis to introduce a campaign where the brand wishes to highlight the idea that people should be accepted for who they are rather than being asked to adapt to the so-called benchmarks of the world.
The campaign video created by Philips takes the audience on a journey through the eyes of Kohli. It captures a day of his life starting from the stadium to his home. The focus of this video is to highlight how people around him are constantly judging him, shown through the analogy of holding up various scorecards.
It doesn’t matter if you are on a field, winning the match for the country, or you are at home or even driving up to a place, you are under the constant radar. This can easily make you feel nervous and disrupt your mental well-being.
The film parallelly puts into focus Philips BT3000's innovative product offering of Power Adapt Sensor which demonstrates how no matter what happens in life, the only score those matters is the one you give yourself. The vision for this video is to talk about self-importance and confidence that people need to have within themselves, as nothing beyond that matters.
Vidyut Kaul, Head, Personal Health, Philips Indian subcontinent, said, “In life, we often face the pressure of living up to certain expectations and always are under the radar of being judged by the people around us, leaving little room for self-confidence. Through the latest campaign #TenOnTenYou, we hope to create awareness around how individuals need not adapt to the standards set by society but have a certain level of self-confidence coming from how they perceive themselves. This level of self-esteem can only come when they are vocal about their own needs and demands and look for a personalized experience. BT3000 series is Philips’ answer to all these desires of consumers to break free from the shackles of societal pressure. Have a journey for yourself, and an experience just like you wanted, which is exactly what our new product BT3000 offers which adapt to the hair density 125 times a second to give you the perfect trim and enables you to be the best version of yourself that works for you.”
The campaign breaks with a long-format digital film and extends to OTT (Indian Premier League on Hotstar) TV, outdoor, YouTube as well as social media influencer engagement.