BENGALURU, INDIA — The overriding importance of skin color in India has always been a social burden for young girls. They are perpetually asked to minimize their uniqueness, exhaust their self-worth, and succumb to the beauty ideals set by society. Himalaya Natural Glow Rose Face Wash aimed to challenge this behavior with its new communication.
The TVC intended to break the negative stereotyping around skin color. The brand moved away from the problem-solution approach and celebrated natural beauty instead. Conceptualized by creative agency 82.5 Communications, the thematic film urges women to own their true inner beauty, no matter what their skin tone is, and break those tired stereotypes. The campaign also features a short film to highlight the fact that girls do not need beauty filters to make them look fairer and prettier. All they need to do is embrace their real skin and believe that every face that glows naturally is beautiful. The campaign also talks about the goodness of Rose Extracts in the product, which gently removes dullness and impurities to make every skin glow from the inside. The brand’s core message to young girls is that beauty is not for chosen few. It is for everyone.
Gayatri Kabilan, Category Manager – Consumer Products Division, Himalaya Wellness Company, said, “Beauty is wonderfully diverse in terms of skin tones, and it needs to be appreciated and celebrated. Through our new Himalaya Natural Glow Rose Face Wash campaign, we want to encourage everyone to embrace their individuality and feel beautiful in their own skin. It gives us immense satisfaction in contributing to bringing this much-needed change in society.”
Sourav Chakravarty, Brand Manager – Face Wash, Himalaya Wellness Company, said, “Himalaya is the most preferred brand in the Face Wash category. Hence, it is our responsibility to encourage inclusivity and debunk beauty myths. Through our Himalaya Natural Glow Rose Face Wash campaign ‘Ab Har Chehra Kare Glow,’ we hope our message resonates with women from all walks of life and we do our little bit against the prevalent skin color bias.”
Naveen Raman, EVP – South, 82.5 Communications, India, said, “The category codes around ‘glow’ in India is skewed towards fairer and lighter skin as key benefits. We wanted to put forward Himalaya Natural Glow Rose Face Wash’s progressive point of view on ‘glow,’ which is to encourage every woman to glow the way she would like to and celebrate her.”
Sangeetha Sampath and Ravikumar Cherussola, Executive Creative Directors, 82.5 Communications – South, further elaborated, “What a pleasure to create work that shatters the norms of outdated and regressive beauty standards. And it’s perfect for a product that reveals your natural glow. From casting to the mood of the film, we wanted to celebrate every single skin color of our wonderfully diverse country.”
CREDITS:
Client – Himalaya Wellness Company
Brand – Himalaya Natural Glow Rose Face Wash
Agency – 82.5 Communications Pvt Ltd
Co-Chairman & Chief Executive Officer – Kapil Arora
Chief Strategy Officer – Anirban Mazumdar
Chief Creative Officer – Mayur Varma
EVP, South – Naveen Raman
Executive Creative Directors – Ravikumar Cherussola, Sangeetha Sampath
Creative Director – Sunil Krishnan
ACD – Vaishali Jain
Sr. Planning Director – Sai Karthik
Client Services Director – Kiran Nair
Group Account Manager – Arunima Sardar
Director – Gaurav Gupta
Production house – Bubblewrap Entertainment
Executive Producer: Ketaki Guhagarkar Surve
Producer: Amol Vaingankar
