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Home » OOH News » Himalaya to promote ‘Me-Time’ concept with new OOH campaign

Himalaya to promote ‘Me-Time’ concept with new OOH campaign

By M4G Bureau - October 15, 2019

The brand’s new "Ayurveda Clear Skin Soap" campaign brings back childhood memories through its new campaign

Himalaya, a market leader in the beauty and wellness category is well-known for their 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 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.

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.”

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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?”.

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