Dove adapts 1950s US campaign for India

Dove has adapted the 1950s US campaign 'Feel the difference of Dove' for the Indian market. The original campaign was created by Ogilvy. It has been adapted by O&M in India as the 'Face Test' campaign. The agency has also designed a teaser around it which says "All we are asking for is half your face".

Watch the original 1950s campaign here:

The Indian TVC talks about the two sides of the face, one of which is cleansed by soap and the other by Dove. As the model feels the skin on both the sides, the soap side feels rough and the Dove side smoother. Says Unilever's spokesperson, "The Dove half face campaign encourages consumer participation. It is a call to action for consumers to take the Dove test. The face here is a torture test in the dramatic proof campaign."

The spokesperson adds, "The Indian campaign has been adapted from the US 1950s campaign because in today's context it is very relevant in the Indian market. In India, we added an additional element of intrigue with the statement - "All we are asking for is half your face" in the first leg of the campaign. This has made the campaign more engaging."

Zenobia Pithawalla, group creative director, O&M says, "The Face Test communication was developed by Ogilvy's global team on Dove. The client in India wanted to create a sense of intrigue and excitement around it. And so we came up with a teaser campaign for India where we showcased half faces smiling at you from billboards and bus shelters with a line which simply said: "All we ask for is half your face." We also created a teaser TVC. Having built the intrigue in phase one, we then revealed the Face Test communication."

The creative team behind the campaign includes Zenobia Pithawalla, Ryan Mendonca and Mark Benjamin.