AGENCY: Meridian
BASELINE : Himalaya sabse pehle
DESCRIPTION: A girl locks herself inside her room – so that no one sees her skin rashes. The VO says, “Skin trouble agayi poore ghar pe trouble.” Her sister makes sandalwood paste and her brother gets her imported creams – all in vain. The VO says, “Pehle haath se chupayengi, phir baal se, aur weekend pe khud hi chup jaayengi.” The girl buys Himalaya Neem Face Wash and washes her face with it. In the end, the VO says, “To jab devi ji ko pata hi tha to pehle kyon nahi istemal kiya.” 4Ps TAKE: Targeting youngsters (especially looks-conscious girls, who bring the house down!), this is a whacky ad that makes its point effectively. The communication talks about the healing quality of Himalaya’s neem face wash – which works better than home-made remedies and imported stuff! The USP is the Neem that has great medicinal benefits. The ad marries a big brand name with Neem very well, and comes up pretty much on top! Himalaya’s mantra – A Neem face wash a day, keeps the rashes away!
BASELINE : Himalaya sabse pehle
DESCRIPTION: A girl locks herself inside her room – so that no one sees her skin rashes. The VO says, “Skin trouble agayi poore ghar pe trouble.” Her sister makes sandalwood paste and her brother gets her imported creams – all in vain. The VO says, “Pehle haath se chupayengi, phir baal se, aur weekend pe khud hi chup jaayengi.” The girl buys Himalaya Neem Face Wash and washes her face with it. In the end, the VO says, “To jab devi ji ko pata hi tha to pehle kyon nahi istemal kiya.” 4Ps TAKE: Targeting youngsters (especially looks-conscious girls, who bring the house down!), this is a whacky ad that makes its point effectively. The communication talks about the healing quality of Himalaya’s neem face wash – which works better than home-made remedies and imported stuff! The USP is the Neem that has great medicinal benefits. The ad marries a big brand name with Neem very well, and comes up pretty much on top! Himalaya’s mantra – A Neem face wash a day, keeps the rashes away!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
