Himalaya pitches antioxidant toothpaste with mother-daughter story

Himalaya Healthcare has launched a campaign for its new Complete Care Toothpaste. The TVC created by Soho Square went on air on 1 March.

The TVC aims to communicate that the product contains antioxidants that not only kill germs but also neutralise toxins left behind by the germs in the mouth.

The plot of the commercial revolves around a conversation between a young girl and her mother as to what she learnt in school that day. The girl tells her mother that they learnt antioxidants. The mother teaches her the right way to pronounce the word, and mentions that it is present in all healthy things.

Curious, the girl asks her if it is present in oranges and spinach, and then she picks up toothpaste. The mother confirms the presence of antioxidants in oranges and spinach but says it is absent in the toothpaste.

On hearing this, the girl asks her why they use the toothpaste if it doesn’t contain antioxidants. The mother begins to think. A voice over explains that the new Himalaya Complete Care toothpaste contains antioxidants that not only kill germs but destroys the toxins , thus, making the gums and teeth naturally healthy.

Rajesh Krishnamurthy, business head, Himalaya Healthcare, said, “We wanted the agency to move away from stereotypical ways of selling toothpastes in the market. We had a unique proposition and we wanted to communicate our USP in a novel manner, to gain consumer attention. Our brief to the agency was to break the norms and tell the rather hard-working Antioxidant story in a captivating manner.”

Shenaz Bapooji, head of office, Soho Square, added, “We had a lot to achieve from this ad. Communicate to consumers that Himalaya has launched new toothpaste with a differentiated positioning; that it is antioxidant toothpaste; that antioxidants do more than just kill germs; and tell that story, in a clutter-breaking manner since most toothpaste ads are boring and very typical!”

The campaign will also straddle print and be visible at points of sale. On ground promotions are also planned around this launch. 

Credits

Client: Himalaya Healthcare
Client team: Rajesh Krishnamurthy, Ramakant Sista, Sushil Goswami
Creative agency:  Soho Square Bangalore
Agency team: C. Ravikumar, Manoj Jacob, Shenaz Bapooji, Anoop Ancil, Nirmal Nair
Production house: Silver Hammer
Directors:  Vinod and Amit
Editor