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.

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

Campaign India

Related Articles

Just Published

Novartis launches global media review
7 hours ago

Novartis launches global media review

Pharma giant's media is handled by Starcom in many markets.

‘Building our brands through the power of design’: Nadia Chauhan
9 hours ago

‘Building our brands through the power of design’: ...

The CMO and JMD of Parle Agro discusses how the company is looking to design to achieve its target of being the number one mango drink in the country

HT Media acquires 51 per cent stake in Radio One's Next Mediaworks
12 hours ago

HT Media acquires 51 per cent stake in Radio One's ...

With this, HT Media now has 22 radio stations across 15 cities in India

WPP's Mark Read awarded more than £3.7m in pay and bonuses across 2018
12 hours ago

WPP's Mark Read awarded more than £3.7m in pay and ...

Read was handed a special £1.5m bonus as COO last year, with first of three payments due next week.