Himalaya forays into men's grooming segment, launches TVC

Making inroads into the booming men’s grooming segment, The Himalaya Drug Company, the herbal health and personal care company, is all set to introduce on air its new TVC for the Intense Oil Clear Lemon Face Wash. Himalaya, recently announced its entry into the men’s grooming segment with the launch of Himalaya for Him. With an interesting narrative the TVC highlights the brand proposition - Abhi toh bahut aage badhna hai.

Created by Lakotee Films, the TVC revolves around the protagonist who appears for his interview and is unable to create a good impression because of his dull and oily skin.

The new commercial plays out at a college campus where placement interviews are underway. The protagonist has an oily skin is unaware of the impact of his unpleasant appearance. While he ponders over the reasons for his rejection and sees his peers celebrating their jobs all around, a voice speaks to the protagonist saying, “Sabke paas degree hain, talent hain aur connections bhi hain, par tumhare paas toh ek aur cheez hain - Oily Skin.” At this point the protagonist realises the importance of personal grooming and being presentable.

The product is then introduced, highlighting the benefits of Himalaya’s new Intense Oil Clear Face Wash, powered with a special Active Boost Technology that increases the rapid action of natural herbs.

The TVC ends with the protagonist shown as a smart and successful executive displaying a new level of confidence that he attains after getting healthy, oil-free skin.

Oily skin is a growing concern among men today. The TVC uses this problem as the focus and narrates in an interesting and witty manner how the Oil Control Lemon face Wash is a solution. With a perfect touch of wit, the TVC presents to viewers an understanding of the importance of grooming at a young age and how it speaks a lot about your personality.

Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company, says “Himalaya’s new TVC for its Intense Oil Clear Lemon Face Wash is a significant step for the brand. It marks our entry into an important and growing segment of the men’s grooming category which is currently a Rs 3,800 crore market, growing at 21%. An internal research highlighted that oily skin is a big concern among men and they are increasingly becoming aware of the benefits of a face wash to maintain healthy, glowing skin.”
He further adds, “Times are changing…The Men’s segment is the fastest growing segment in the Face Wash category and is a proof to the increased interest among Men to look Well- Groomed and possess a Healthy personality. We have increasingly seen young boys be open to the idea of using a product designed to suit their skin types and need.”

Prateek Srivastava, Head, ChapterFive Brand Solutions says, “It’s amazing how young Indian men have become conscious about grooming and how they are focused on their career. A great opportunity lies at the cusp of these two trends and Himalaya is at the right place and time to exploit it. Our communication magnifies the importance of grooming for men in a work situation. ”

Sunita Murthi, Head, ChapterFive Brand Solutions adds, “From a carefree college life to a responsible work life is an important point of transition and taking care of your appearance is an important responsibility.”

The commercial went live on all the mass and niche channels including infotainment, sports, English Movies, Music, Youth and Hindi Movies & Entertainment on July 3, 2014.


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