18 Again croons proposition 'Feel like a virgin', announces arrival

Watch the TVC created by Curry-Nation here

wide player in 16:9 format. Used on article page for Campaign.
18 Again croons proposition 'Feel like a virgin', announces arrival

Pharmaceutical company Ultratech India has launched 18 Again, a vaginal rejuvenation and tightening gel. Curry-Nation has worked on the creatives for the launch campaign of the new product in the personal care space.

The film, set in a joint family household, begins with a lady walking out to the courtyard where her husband is ready to leave for work. She leads him away from a conversation and into a dance, crooning 'I feel like a virgin', evoking varied reactions from the other family members around them. He also joins her for a salsa routine much to the surprise of others around, and the film ends with the voiceover announcing the product.

“18 Again is a first-of-its-kind product for women in India. This product is being launched in India post clinical trials conducted amongst women of all age groups under dermatological control. 18 Again has the power and the potential to break the shackles and redefine the meaning of women empowerment altogether,” said Rishi Bhatia, chairman and managing director, Ultratech India.

On the thought behind the campaign for the new product, Priti Nair, director, Curry-Nation, said, “This is a one-of-a-kind women-centric product, and the idea is to create a demand for such a product in the Indian market. Since the product is targetted towards concerns that are not usually talked about publicly, the challenges of creating a campaign for this is also higher. Since the the product is primarily targeted at housewives with children, we wanted to create a film that is tasteful yet engaging.”

During the launch phase, the brand has planned a multimedia campaign spread across television, print, outdoor and digital for three weeks.

Credits:
Brand: 18 Again
Creative Agency: Curry-Nation
Creative: Priti J Nair ,Darshan Choudhary, Vaibhav Rane,Satish Bansode
Account management: Nagessh Pannaswami, Cedric Dzouza
Production house: Chrome Pictures
Director: Aleya Sen Sharma
Producers: Praful, Sandeep, Mithun, Daniel

Just Published

Premium
Pick of the week: StopNurseryCrimes.com
Premium
2 days ago

Pick of the week: StopNurseryCrimes.com

View a film from the campaign conceptualised by NagaDDB Malaysia here

Premium
Makani Creatives bags Lavie's creative mandate
Premium
2 days ago

Makani Creatives bags Lavie's creative mandate

Account won post multi-agency pitch

Premium
Tata Salt introduces Rio contenders fighting #NamakKeWaastey, calls for support
Premium
2 days ago

Tata Salt introduces Rio contenders fighting ...

Watch the ad films conceptualised by OgilvyOne here

Premium
Two-day IAA Global Apprentice Conference kicks off in Bengaluru
Premium
2 days ago

Two-day IAA Global Apprentice Conference kicks off ...

Initiative for senior students and young professionals in media and marketing communication