POND'S SALUTE TO ROMANCE

TitlePOND'S SALUTE TO ROMANCE
ClientHINDUSTAN UNILEVER
Product/ServiceBEAUTY PRODUCTS
CategoryA01. Best Use of Television/Cinema
EntrantMINDSHARE INDIA Mumbai, INDIA
Entrant Company:MINDSHARE INDIA Mumbai, INDIA
Media Agency:MINDSHARE INDIA Mumbai, INDIA

Credits

Results and Effectiveness

Impressive increases in brand equity in key markets: • Puts a little romance in life: 21% - 35% • Trust Pond’s more than other brand: 48% - 52% • Gives you glowing skin: 40%- 56% • Brand recently seen on TV: 19% - 43% with minimal advertising support AND 150% return on investment generated using Radius Brand Analysis.

Creative Execution

Most women live a parallel life in TV worlds. The chances of inspiring them through a “re-kindle romance” story on a high involvement high reach televsion show was high. We created reality based 10 week branded content programme “Pond’s Salute to romance” on leading channel, Star One. It featured eight real life couples in a series of interesting, involving tasks designed to test their mutual chemistry and romance quotient. We captured miracle moments where a participant did something unexpected for his/her spouse to bring out Pond’s philosophy. We used Pond’s beauty council experts to provide guidance and judge romantic quotient. The winning couple was rewarded as “Miracle Couple”, and sent to Paris for a second honeymoon trip to “relive their romance”. The show was promoted through on air promotion, targeted mobile (reminder sms), Cinema Theatres (branding during romance films release), radio and website (search & display) reaching 60% of audience.

Insights, Strategy and the Idea

In India Pond's is a household name in Talcum powder and cold cream segment for past six decade. With rising income & awareness levels, the premium skin-care segment had started to grow in double digits. Pond’s wanted to tap this $50m premium segment with the launch of their anti-aging range Ponds Age Miracle. The challenge was to alter Pond’s brand image from a talc/cold cream brand to a premium skincare product. The audience is the 30+ yrs old married woman who wants to remain young and attractive. She wants to rejuvenate the romance in her marriage which has become monotonous after few years of marriage. We saw an opportunity to inspire togetherness back again with miracle moments to spark their love life. This would establish the relevance of the Anti-Aging product and help Ponds take a lead versus other brands in the premium segment which focused on functionality.

Credits

Name Company Position
Nikhil Kishore Mindshare Business Director
Swati Mohan Mindshare Business Director
Maneeshel Gautam Mindshare Director
Sonal Jadhav Mindshare Associate Director
Aakanksha Sharma Mindshare Executive
Sankalp Singh Executive