Olay gets Genelia to share her story in new campaign

20 Oct,2015

By A Correspondent


Olay has launched its new campaign for Total Effects with new mom Genelia Deshmukh. Created by L&K Saatchi & Saatchi, this campaign aims to educate young women about the early signs of ageing.


Speaking on the genesis of the campaign, Nikhil Ramesh, Brand Manager, P&G (Beauty care) said “It is our ongoing endeavour to educate the Indian woman about her skin and provide for the best skin care solutions for her. To drive home the message of how Indian women are facing early signs of skin ageing, in a relatable and credible way for Olay Total Effects, we needed a hook that’s relevant to the consumer. That’s when L&K Saatchi & Saatchi came up the Skin Age vs Real Age campaign. ”


Delna Sethna

Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi, says, “In testimonial formats, being genuine and credible is the biggest challenge. Having Genelia share her skin transformation story after motherhood..thanks to Olay..was just what was needed”. The film captures Genelia’s skin age being higher than her real age, due to post pregnancy and motherhood pressures till Olay Total Effects comes to her rescue and transforms her skin to its earlier youthful glow.


Priyanka Chatterjee

Priyanka Chatterjee, Vice President, L&K Saatchi & Saatchi adds, “In India, conversations about skin age are starting to build. We want to help young women understand what the signs of skin ageing are and fight it with Olay.”


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