The Brief

Ponds, a heritage brand in India with a wide range of skin care products from Anti-ageing to premium skin lightning to moisturizing. However our TG, young girls perceived Pond’s as old fashioned. (This is ‘my mummy’s Brand!! Not for me!’) ) It was imperative to make her believe that Pond’s is an international skin care expert which is the best solution all skin requirements. The Objective was to trigger an emotional response amongst the TG stating: • Beauty is not about superficial make up...am FEELING beautiful and that’s liberating!!! • There’s expertise that will make me feel beautiful and that’s ‘Pond's’

Describe how the promotion developed from concept to implementation

Young girls want to look beautiful but are Confused cause they don’t know what all to do, how to do and on top of that they are bombarded with enough and more advises about looking beautiful. For a young girl college is her second home where she spends majority of her time. In this comfort zone of hers It was easy to conduct interactive session about nuances of inner and outer beauty. The need was to portray brand experience in the WOW manner and it was necessary to keep its quality intact throughout the activity.

Describe the success of the promotion with both client and consumer including some quantifiable results

PBC and PIW covered 12 Cities across India Went to 708 Colleges giving direct engagement to 1.9 lakh Girls spanning for 6 months. • 18000 girls experienced PIW • 2124 Classes conducted Intention to Purchase increased from 77% to 90% after the activity Imagery scores increased for key brand attributes: “Is a modern brand” by 34% “Is a brand for me” by 57% 98% participants liked the activity 49% participants spoke to others about the event Increase in Awareness & Usage of Pond’s Face Creams: MOCB- Most often Considered Brand Increased by 62% L3M- Usage Last 3 Months increased by 39%

Explain why the method of promotion was most relevant to the product or service

We decided to create a platform to help her explore the world of beauty in the form of- PONDS BEAUTY CLASS(PBC). PBC helped them understand how they can identify their skin type, how to take care of their skin, how skin behaves in different seasons, being some of them. The girls were provided consultation from Ponds experts. We also explained the journey of feeling beautiful as when you look beautiful you feel confident, poised and feel beautiful from within. Select participants got an opportunity to visit the Ponds Institute on Wheels (PIW), where they experienced personal skin tests and treatments.