 "Himalaya unveils pimple care range for men through IPL innovation")
The campaign started with a week-long teaser and concluded today with the big reveal. The 20 -second teaser that went on air last week aimed at creating curiosity around the word 'Pimple?' written on RCB caps. It showed Sarfaraz in the RCB locker room looking puzzled and peeved with the word 'Pimple?' written on the cap, given to them as part of their new jersey. As he tries to scratch the word from the cap, Shane Watson and Stuart Binny look on amused, accompanies by the voiceover, "Itna aasan nahi hai Pimple ko hatana"; Virat Kohli then peeks in and says, "Itna mushkil bhi nahin".
"Pimple prevention is a space Himalaya owns in the face wash segment and we had to conceptualize 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," says Rajesh Krishnamurthy, Business Head-Consumer Product Division, The Himalaya Drug Company
The teaser garnered more than a million views on YouTube on the first day itself and has been trending on platforms like Twitter with intriguing questions from fans to know more about the "Pimple?" mystery.
Themed around Men Hate Pimples Too, the captivating campaign is based on the insight that pimples bother men as much as they do women. The reveal TVC shows Sarfaraz sneaking into the locker room and checking Virat's bag to find his solution for pimple problems. Virat then introduces him to Himalaya Men Pimple Clear Neem Facewash, and the TVC wraps up by communicating the benefits of the face wash and its proposition of being a fast and strong solution to men's pimple problems.
Ashwani Gandhi, Category Manager, Himalaya Men 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", said Prateek Srivastava, Creative Head, Chapter Five. "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.", adds Ashwani