Ogilvy Mumbai creates Campaign for Ponds, Unilever
Pond’s Cold Cream plans to take its legacy of trusted care further by touching the emotional side of today’s youth. In a world of constant virtual connectedness, there is so much time spent on social media and so little time spent on making actual, physical connections with those we love. The effort of the ‘Jhappi Van’ social experiment conducted by Pond’s is to gently nudge young people to go over and hug those they love. In Indian parlance, ‘jhappi’ means much more than a simple hug. It’s the embrace and protection that only a loved one can provide.
On the occasion of International Hugs Day celebrated every year on the 21st of January, these films, born out of an experiment, are a warm way of reminding us that nothing really compares to the warmth and love in a real hug. Just the way Ponds Cold Cream provides skin with a nourishing and shielding hug against the harsh winter.
Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy Mumbai, said, “‘Pond’s kijhappi‘ embodies the warmth, love and care that Pond’s Cold Cream gives to your skin. We decided what better way to build brand love, than by spreading the joy of a real hug. So, we came up with the Pond’s Jhappi van. This ‘hugs’ van gave you the opportunity of returning the love and care you got from those who showered you with theirs.Bringing alive all the attributes and emotions that Pond’s Cold Cream stands for.”
Prabha Narasimhan, Vice President, Skincare and Colours, Hindustan Unilever Ltd, said, “With the launch of #PondsKiJhappi in 2017, we were looking at ways to take it forward and build on the same thought. Interesting consumer insights helped us understand that it’s relationships even beyond the mother-daughter bond (which is what we’ve shown in our TVC) that hold value when it comes to ‘care’ – which is what led to the idea of the ‘Pond’s Jhappi Van’. Our new set of digital films talk about different relationship dynamics and how a ‘jhappi’ is a great way to show that you love and care.”
Client: Hindustan Unilever
Product/Brand: Pond’s Cold Cream
Agency: Ogilvy Mumbai
Senior Executive Creative Director: Zenobia Pithawalla
Senior Creative Director: Varsha Desai
Chief Client Officer: Hephzibah Pathak
Account Management: Chitralekha Chetia, Gokul Nair, Nisha Bhatia, Krina Dave
Production House: Chrome Pictures
Director: Vijay Veemral