Pond’s has rolled out a campaign which looks to help women overcome internal barriers.
The campaign consists of a film that has been conceptualised by Ogilvy India and Singapore and will be running in India, Philippines, Thailand and Indonesia.
The film shows story of a young girl pursuing a passion in boxing. She deals with the dilemma of revealing this decision to her mother. She uses a cream to hide a blow dealt by an opponent from her mother. Every day she tells her that she was in the college library instead of telling her about her boxing obsession. One day she decides to wash off the cream that hides her bruise and reveal that she's training to be a boxer.
Prabha Narasimhan, VP, skincare and colours, Hindustan Unilever, said, “Pond’s is an iconic brand in India with great heritage and equity. It gives us great pride to give it a new take that encourages women to never hold back and 'See What Happens'. With the power of social media, we hope to ignite conversations just like the film. Women still feel held back by their inner voices and we want to encourage them to share their stories. This is exactly what 'See What Happens' is all about."
Kainaz Karmakar and Harshad Rajashyaksha, CCOs, Ogilvy India (West), said, “We are really excited about launching the new world of Pond’s. It’s a world that is asking young girls to go ahead and say what is on their minds and do what is in their hearts. Society is ready for their bold moves. The time has come to go ahead and #SeeWhatHappens. The story that launches this belief is about a young girl who has the strength to take on the blows of boxing, and yet she has not gathered the strength to break the news to her mom. Bob (Shashanka Chaturvedi) has done a great job of translating the story into a powerful film.”
Client: Hindustan Unilever
Agency: Ogilvy India and Singapore
Chief creative officers, Ogilvy India (West): Kainaz Karmakar, Harshad Rajadhyaksha
Co-chief creative officer, Ogilvy Singapore: Nicolas Courant
Worldwide managing director, Unilever Asia: David Dahan
Chief client officer: Hephzibah Pathak
Account management: Matthew Leem, Chitralekha Chetia, Nisha Bhatia, Sarah-Cate Agnew
Planning: Veruschka Menon, Sumegha Rao
Production house: Good Morning Films
Director: Bob (Shashanka Chaturvedi)
Executive producer: Vikram Kalra
Producer: Robin D'Cruz