AdStrat: Chandrika Face Wash is the new beauty tonic

17 Dec,2012

Dharmesh Shah, Creative Director, Draftfcb Ulka

 

Name of the Campaign/Ad: Chandrika Face Wash – Miss India’s Beauty Tonic

 

The Brief: To communicate about the new range of face wash launched by Wipro Consumer Care and Lighting Ltd. under Chandrika. Also to leverage the ayurvedic heritage of the brand. The new facewash range is also aimed at expanding the company’s geographic footprint and at the same time appeal to the younger consumers.

 

Research insights: Chandrika as a brand has earned credibility because of its ayurvedic heritage. It is a trusted brand and is especially popular in Kerala.

 

The thought process behind the creative: Dharmesh Shah, Creative Director, Draftfcb Ulka, said, “The idea was to clearly communicate one simple thing – one does not need to have a tedious regimen to enjoy the benefits of Ayurveda. We cracked a nice story involving an actual beauty queen to add credibility and the aspirational value”.

 

Media vehicles chosen: TVC led

 

Key issues kept in mind while executing the ad: While one might think that its cumbersome to use natural products, the TVC in a simplistic way explains how the beauty tonic is easily available in a packaged face wash. It brings out the easy mother-daughter relationship and also shows the friendly banter of friends which many can identify with.

 

The TV commercial created by Draft FCB + Ulka shows a friend asking Vanyahow she manages to look even more beautiful every time she meets her. Vanya explains that the secret is in the ingredients that her mother puts together to create a special beauty tonic. The film goes on to reveal that the tonic is actually Chandrika Face Wash.

 

What is the differentiating factor about the ad? The brand has roped in Vanya Mishra, the reigning Pantaloons Miss India World, as its brand ambassador. Probably that could be a differentiating aspect. However, it is a tried and tested route on which many ayurvedic products are used- USP being the easy to use aspect which goes against the popular perception of such age old ingredients that’s used as a beauty tonic.

 

Client comment: Anil Chugh, Sr. Vice President, Wipro Consumer Care and Lighting Ltd,said, “The new Chandrika Face Wash has been designed to meet the needs of the young consumer. Every young girl aspires to be as beautiful as a Miss India and is often looking for solutions that are natural and effective. With an ayurvedic recipe and a heritage like Chandrika, we are best positioned to fill in this gap where she not only gets a face wash that cleanses effectively but is also a tonic that enhances her skin with every wash”.

 

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One response to “AdStrat: Chandrika Face Wash is the new beauty tonic”

  1. Abidali Konnola says:

    Please mention the name of actress who acted as anyas mom

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