Himalaya Wellness Company has launched a campaign titled ‘Pimple ke liye soap ki nahi, science ki maano’ (for pimples, don’t resort to soap, but to Science) for its brand - Purifying Neem Face Wash. Conceptualised by 82.5 Communications, the films aim to explain the science behind pimples and how to solve them with the clinically proven benefits of neem face wash as compared to soap, which can aggravate pimples.
The film tells the tale of a teenager who, on getting her first pimple, asks her elder sister about the science behind pimples. The elder sister tells her that the best way to manage pimples is to keep the facial skin healthy and avoid using soap on the face, which could make pimples come back again. The teenager finds this hard to believe and questions her sister about why soap shouldn’t be used. The elder sister then demonstrates on a flower petal how soap can damage skin and lead to recurrence of pimples. She then gives her a Himalaya Purifying Neem Face Wash.
Rahul Panchal, general manager – skin care, Himalaya Wellness Company, said, “Himalaya has been a pioneer in offering safe, effective, and trusted skin care solutions for decades. Every Himalaya product aims at solving consumers’ day-to-day personal care problems, and this vision embodies the brand’s mission of bringing Wellness in every Home and Happiness in every Heart. Himalaya Purifying Neem Face Wash is one of our flagship skin care products that has gained the trust of crores of Indians to discover ‘pimple-free healthy skin’. With this new campaign, our aim is to educate the consumers and bring to the forefront the scientific proof of our efficacy-superiority over the regular face-cleansers.”
Abhinav Chugh, category manager – Face Wash, Himalaya Wellness Company, added, “Himalaya is the most preferred brand in the Face Wash category. It is our responsibility to educate consumers with scientific proof that Himalaya Purifying Neem Face Wash is the ‘most efficacious’ and ‘the best’ solution for pimple free healthy skin”. Through our language of science, this campaign resonates with the teenagers who encounter the first pimple and are curious as well as apprehensive of how to deal with it and demonstrates the reason for them to switch from soap to the right face cleanser for pimples.
Sourav Chakravarty, brand manager – Face Wash, Himalaya Wellness Company, said, “This communication assures consumers of Himalaya Purifying Neem Facewash as the science-based solution to their pimple problem that comes from the trusted house of Himalaya. In addition to the thematic film, we are also persuading consumers to let go of the 4 common excuses that hinder their switch from soap to the right face cleanser and present the right solution in a quirky, engaging way in the form of short films.”
Sumanto Chattopadhyay, chairman and chief creative officer, 82.5 Communications India, said, “The story of Didi advising Chhutki on how to get rid of her pehla pimple works so well for the brand, we want to stay true to it, gently evolving it over executions—just as gently as the brand works on skin to heal pimples. The petal test is the latest edition of our communication. It’s fresh. And it’s convincing."
Anirban Mozumdar, chief strategy officer, 82.5 Communications, India, said, “The world of Himalaya purifying Neem face wash celebrates the nok-jhok (light-hearted banter) common between sisters. When the first pimple appears, it brings with it myriad questions, confusions, and insecurities – we find that the recent empathy of an elder sister, who has been through it is comforting and reassuring at the same time for the young teenager. In this edition, we celebrate the new Gen-Z dynamic of inquisitiveness – never taking anything for granted or at face value. Always wanting to know the how behind the wow. Himalaya Purifying Neem Face Wash then proves itself – through science.”
Sangeetha Sampath and Ravikumar Cherussola, group creative directors, 82.5 Communications – South, added, “Himalaya Purifying Neem Facewash is clinically proven to remove pimples, unlike soaps which only worsen them. And we had the petal test to prove it too. All we wanted to do was convince all the Chhutkis that their pehla pimple needs the care of Himalaya. And that’s how ‘Pimple ke liye soap ki nahi, science ki maano’ came about, not only in our thematic film but also in the fun shorties.”
Client: Himalaya Wellness Company
Brand: Himalaya Purifying Neem Face Wash
Agency: 82.5 Communications
Chairman and chief creative officer: Sumanto Chattopadhyay
Co-chairman and chief executive officer: Kapil Arora
Chief strategy officer: Anirban Mazumdar
Sr. vice president and branch head, South: Naveen Raman
Group creative directors: Ravikumar Cherussola, Sangeetha Sampath