Himalaya, a market leader in the beauty and wellness category is well-known for its herbal solutions. True to the brand, their latest campaign on Ayurveda Clear Skin Soap brings back the nostalgia of traditional oil bath that many of us enjoyed during our childhood. The campaign has been conceived by 82.5 Communications, Bengaluru, and portrays the story of a modern woman who uses her bath time to break away from the madness of daily routine.
The film shows a modern woman who spends the better part of her day taking care of grown-up responsibilities. For her, bath time is ‘me-time’, when she relaxes and relives her childhood days. Because Himalaya Ayurveda Clear Skin Soap allows her to enjoy a traditional oil bath, something that is an integral part of her fond childhood memories.
Himalaya Ayurveda Clear Skin Soap packs the goodness of Kanakataila Oil, which is a unique mix of six rare herbs. “Ayurvedic Oil Bath in a soap”, precise articulation of what the product offers, is the core message of this campaign. And just like a traditional oil bath, this soap helps the user get nourished, clear skin.
Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications Pvt Ltd, India: “Be it in their product offerings or their consumer insights, Himalaya is rooted in Indianness. The oil bath ritual captured in a soap is a wonderful example of this.”
Naveen Raman, Sr. Vice President & Branch Head, Bengaluru, 82.5 Communications Pvt Ltd, India, delved on the strategy behind the campaign, saying: “Himalaya has been a household name in the natural/ herbal ingredient space for years now. This is their first attempt in the 100% Ayurveda territory. Coming from the house of Himalaya, the product is assured to be the best in the category.
The challenge, however, was to strategically position a new kind of imagery that the brand required within the current Himalayan architecture. Today’s Indian woman is an achiever and a role model in every way. A ‘me-time’ with the touch of pure Ayurveda is what Himalaya offers with the everyday bath.”
C Ravikumar, Senior Creative Director, Bengaluru, 82.5 Communications Pvt Ltd, India: offered a deep dive into the thought behind the communication saying: “Back in the day, bath time was a wholesome, nourishing experience for mother and child. Mostly the child would run around the house, with oil applied on the body and the mother would chase the mischievous child. In today’s busy world, people don’t have time for an oil regime before a bath. Since this product offers the same benefits of an oil bath, why not remind people of that complete experience?”
The new ad campaign will be led by the television commercial followed by a strategic media plan for print, outdoor and retail, to get the desired impact.