Title | RAISE HER STRONG |
Brand | CLINIC PLUS - HUL |
Product / Service | SHAMPOO |
Category | F07. Corporate Purpose & Social Responsibility |
Entrant | OGILVY INDIA Mumbai, INDIA |
Idea Creation | OGILVY INDIA Mumbai, INDIA |
Production | OGILVY INDIA Mumbai, INDIA |
Production 2 | GOOD MORNING Mumbai, INDIA |
Post Production | OGILVY INDIA Mumbai, INDIA |
Post Production 2 | GOOD MORNING Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Kainaz Karmakar | Ogilvy | Chief Creative Officer - India |
Harshad Rajadhyaksha | Ogilvy | Chief Creative Officer - India |
Sukesh Nayak | Ogilvy | Chief Creative Officer - India |
Anurag Agnihotri | Ogilvy | Managing Partner - Creative (India-West) |
Shahrukh Irani | Ogilvy | Group Creative Director - Art |
Hephzibah Pathak | Ogilvy | VICE CHAIR PERSON & CHIEF CLIENT OFFICER INDIA • Account Management |
Vineet Singh | Ogilvy | Senior Vice President |
Prem Narayan | Ogilvy | CHIEF STRATEGY OFFICER, OGILVY INDIA • Planning |
Russell John | Ogilvy | Senior Vice President-Planning |
Toshita Agarwal | Ogilvy | Group Account Manager |
Deepika Bhan | HUL | Global Category Director (Hair Care, South Asia) + Global Brand Lead (Clinic Plus/Lifebuoy Hair) |
Karan Goel | HUL | Global Marketing Manager, Hair Care - Clinic Plus & Conditioners Portfolio South Asia at Unilever |
Harshal Chaudhari | HUL | Global Assistant Brand Manager - Clinic Plus |
Shashank Chaturvedi | Good Morning Films | Film Director |
Robin D'cruz | Good Morning Films | Producer |
This film showcases an intimate moment between mothers and their young daughters. Various mothers across India are seen braiding their daughters’ hair. These are a few minutes that they get in a day, completely alone with each other. The mothers are giving their daughters the most important lesson of strength. They are asking their daughters to become stronger than them. They are telling her their own weaknesses and asking her to not just overcome them, but to go way beyond them. They are teaching the girls to be fearless, to have the courage to say no, to stand on their own two feet, to do everything their mother was too afraid to do. They are braiding their daughters’ strong hair and raising the daughter to be strong. Stronger than the society, and stronger than herself.
COUNTERING A CATEGORY DRIVEN ON SOV THROUGH POV In a highly cluttered shampoo category, functional propositions and manifestations become imperative to get consumer attention and loyalty. But market leader Clinic Plus took a different creative approach by not showing usual torture test or problem solution narrative, instead landing benefit story by unearthing a latent emotional desire of mothers and striking a purposeful chord. Thus, in a cluttered category where brands seek to own undifferentiated functional propositions, Clinic Plus held onto its leadership by exhibiting a higher-order inspiration for mothers.
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