After running a teaser for a week, Himalaya Herbals has rolled out its film featuring cricketers from the Royal Challengers Bengaluru IPL team. The film has been conceptualised by Chapter Five and is for the Himalaya Men Pimple Clear Neem Facewash range of products.
View the teaser that played around #HateThePimple here:
The reveal film (top) opens with Virat Kohli walking into the dressing room. He keeps his bag, and takes something with him as he heads to the washroom. Youngster Sarfaraz Khan stays out of sight, and makes an entry as soon as Kohli leaves the scene. He looks for something in Kohli's bag. Team mates Shane Watson and Stuart Binny see this. They're soon joined by Kohli and ask the youngster what he's looking for. Khan takes the cap towards his face, hiding a pimple. Kohli hands him a tube of Himalaya Men Pimple Clear Neem Facewash. The voice over introduces the product. It ends with the four cricketers holding a tube, with the voice over saying 'Men Hate Pimples too'.
Rajesh Krishnamurthy, business head – consumer product division, The Himalaya Drug Company, said, "Pimple prevention is a space Himalaya owns in the face wash segment and we had to conceptualise a really strong communication to ensure we resonate with our target audience. Sports was a natural choice for us to associate with because sportsmen today are not just about performance, fitness and wellness, but also grooming and confidence."
Ashwani Gandhi, category manager, Himalaya Men, said, “What a campaign it’s been! It has raced ahead of all our expectations! As a relatively new entrant in the men’s category, we had to come up with an idea that was clutter-breaking and highlighted the proposition of ‘Pimple prevention’, the core benefit of our recently launched Himalaya Men Pimple Clear Neem Facewash."
Prateek Srivastava, creative head, Chapter Five, said, "This is the next phase of our campaign debunking the myth that men are too proud to worry about things such as pimples. The fact is that men are as concerned about pimples as women are, but are sometimes hesitant to admit it. What better than the star cricketers of RCB IPL team to proclaim emphatically that men do hate pimples."
Gandhi added, “So many young men learn about grooming and style from their favourite sports stars! By bringing together the love of cricket, the admiration for players like Virat Kohli, Shane Watson, Sarfaraz Khan, Stuart Binny, and the evolving need among men to look good and care for their skin, especially by getting rid of pimples, the communication hits a sweet spot.
The film went on air on 18 April 2016.
Creative agency: Chapter Five Brand Solutions Pvt Ltd