Hindustan Unilever’s Pond’s- the ultimate beauty and skincare brand, inspires women to rise above their limitations and listen to their inner voices to recognize the true beauty and courage in their new #SeeWhatHappens.
Conceptualized by Ogilvy India and Singapore, Ponds unveils the new hero film ‘The Boxer’, across all digital platforms that captures the very heart of the emotional quotient for the consumers, to become the voice for the female audiences. The campaign puts forth an essential message for women to get past their ‘bruises’ and speak out their inner voice inspiring females to recognize their ‘true beauty’ and ‘courage’.
This new campaign will be across four key markets – India, Philippines, Thailand and Indonesia from June 2019.
The TVC begins with the female protagonist pursuing her passion for boxing and attending sessions for the same. In the process, she gets bruised owing to her fear of coming up with the truth and the inhibitions she hides it with makeup to not let her mother know about it. The mother is given the impression that her daughter is getting late for being at the library for study. The short film showcases the daily internal struggle faced by the protagonist, to choose between her fear and hesitation for her passion for ‘boxing’.
The ad eventually ends with the girl speaking up her mind with the note- “har chupi baat kardo saaf, phir dekho kya hota h”, depicting what the brand, Pond’s stands for, as being like a voice for the females.
In this sensitive, heart-warming story, Ponds wants to reach out to the consumers to imagine a world where women rise above their limitations, unboxing their fears and realize their ultimate strength to reach the full potential.
Prabha Narasimhan, Vice President, Skincare and Colours, Hindustan Unilever Ltd, says “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, Chief Creative Officers, Ogilvy India (West), says about the campaign, “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.”