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.
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