Himalaya’s ‘Chennai Ponnu’ campaign celebrates the spirit of today’s Chennai girl

25 Apr,2017

By A Correspondent


The Himalaya Drug Company launched the “Chennai Ponnu” (Chennai Girl) campaign for its flagship product Himalaya Purifying Neem Face Wash. The campaign aims to celebrate the spirit of the Chennai girl and captures her essence in a fun and peppy music video.


Sharing his perspective on the campaign, Rahul Panchal, Marketing Manager, The Himalaya Drug Company said: “Tamil Nadu is a unique market and the way consumers across states are evolving, there has been a huge shift in consumer behavior here as well.  Our regular interaction with the consumers in Chennai highlighted that young girls in the city have changed in several ways. While they are confident, independent and modern, they still continue to enjoy the rich culture of Chennai, be it the local food, music, dance or movies. Through our Chennai Ponnu music video, we are celebrating the amazing spirit of the Chennai girl in a fun and light-hearted way, while also capturing the local flavor of the city she loves and how it enriches her unique personality. This also happens to be Himalaya’s first big ticket region-centric campaign. While we will be launching more regional campaigns through the year, we’re really excited to start off with the vibrant city of Chennai!”


Speaking more about the campaign, Hemang Vasani, Category Manager, Face Care at The Himalaya Drug Company said, “As a brand, Himalaya Purifying Neem Face Wash speaks to young girls and helps them tackle their pimple problems. Our TVC communication centers on the brand taking care of the teenagers’ skin troubles, especially pimples, giving her the confidence to enjoy life. With the Chennai Ponnu campaign, we wanted to further build on this communication by showcasing the energy, enthusiasm and confidence that today’s Chennai Girl has, in a peppy music video. Girls in Chennai are modern yet they are proud of their local culture and traditions, similar to our product Purifying Neem Face Wash, which is a contemporary product blended with traditional herbs like Neem and Turmeric.”


“In the film also, we’ve subtly integrated the message that the Chennai Girl uses a product that works best for her skin. The song is catchy with a signature dance step that girls will relate to and really enjoy,” he added.


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