Dabur Fem hair removal cream has rolled out an ad film conceptualised by L&K Saatchi & Saatchi, featuring Bollywood actor Sonakshi Sinha.
The spot features Sinha heading to a wedding celebration at night. The male voice over playfully hints that the temperature outside is 2 degrees, but the lady is dressed like it's 36. At the wedding, she gets all the attention due to her fair and spotless skin, which she flaunts proudly.
The voice over reveals that it's the result of using Fem as a couple of product visuals explain.
The film shifts to Sinha, now back in the car. As the voice over tells her to cover up until it's time to show off again, she gets off the car and waves goodbye, creating an opportunity to do so. The voice over surmises, “Fem. Skin aisi flawless banaye. aap kaise chupaye." (Fem. Makes your skin so flawless; how can you hide it?)
Speaking with Campaign India, Ankit Garg, creative director, L&K Saatchi & Saatchi, said, “The brief was to clearly highlight the anti-darkening benefit of the hair removal cream, which makes the underarm skin fair and spotless, and doesn’t leave any dark spots or patches – which is normally the fear or doubt women have about a hair removal cream. This benefit instills confidence in a woman to freely raise her hands and not worry about showing her underarms. The challenge was to say this in a more aesthetic way and not sound clinical or functional.”
On the campaign strategy, he added, “As per the client, the film has been strategically released in an aggressive way on the digital medium around last month, to optimise the media budget for maximum reach and impact. Like, taking both ‘skippable’ and ‘non-skippable’ ad space on YouTube pre-rolls. They plan to intensify the communication on internet instead of traditional TV medium, which is limiting.”
Creative agency: Law & Kenneth Saatchi & Saatchi, New Delhi
National creative director: Charles Victor
Creative directors: Abhishek Misra, Ankit Garg
Copywriter: Ankit Garg
Client Servicing: Sanjeev Gauba (Branch head), Prayank Tyagi
Production House: Coconut Films
Director (film): Nishant Goyal