The Himalaya Drug Company has launched a new campaign featuring three TVCs for its 'Natural Intensive Lip Balm'. The campaign has been conceived by Karishma Lintas. One of the three films went on air on 6 December across GECs.
In the film, two young women are shown walking towards a parking lot. While on the phone, one of them moves ahead, opens the door of a car and enters it. Her friend trailing her tries to gesture to her frantically but isn't successful. The former realises as she enters the car that it is not theirs - she finds a bride and groom in their wedding finery inside. She looks at her friend and it is revealed that she couldn't talk because of her chapped lips. The film then ends with when the voice over introducing the product.
Rajesh Krishnamurthy, business head, consumer products division, The Himalaya Drug Company, said, “The new lip care TVC uses a humorous situation to bring out the functional benefit of using a lip balm regularly. Dry lips is a common problem and we all have faced it sometime or the other. We wanted to build on the fact that healthy conversations are the key to healthy relationships. The message our TVC conveys is ‘don’t let your conversations run dry because of chapped lips'.”
According to the agency, humour was the primary ingredient in the commercial. The objective was to connect with youth and spread the message that soft and beautiful lips lead to healthy conversations. The creative route was arrived at after the agency pondered over what people do with healthy lips: the answer was 'a healthy smile' or 'a whole lot of talking'.
Client: Himalaya Drug Company
Agency: Karishma Lintas
Director: Rahul Sengupta