Leading premium skincare brand Olay India has been an enabler of confidence in women for decades. With the graceful, down-to-earth Tara Sutaria joining Olay in its new chapter, the brand is taking forward this legacy to build a deeper connection with the young generation of women across the country.
The world has been evolving at a rapid pace over the past few years and has also witnessed more and more young women enter the phase of adulting. From excelling at work to running a house, managing finances, and making independent decisions, women today are embracing and owning this new milestone. Despite challenges that may hold them back in this journey, women continue to thrive fearlessly. However, through these hectic schedules, their skin is the first to suffer.
With this insight, Olay’s new film showcases Tara in her go-getter element at a photoshoot. After the last take, Tara, exhausted from her long day, collapses into the couch when the photographer requests a final shot. Her instant relatable hand-on-face reaction shows how she too is conscious of how her skin may look after a tiring day; however, she sees her skin glowing with radiance. Tara smiles as she realizes the secret behind this– the Olay #PowerDuo with the power active Niacinamide. Through this message, the brand underscores the lasting effect of a good skincare routine and encourages young women to be worry-free and #GlowUp with confidence.
Talking about her debut campaign with Olay, Tara Sutaria shared,“I believe growing up is an exciting phase of life and that really encourages us to look at what is important. While there will always be challenging days and great ones, for me, a little self-care goes a long way. It could be as simple as a skincare routine or listening to music. Adding the Olay Power Duo to my morning skincare routine helps make my skin looks fresh even after a long day. I would like to encourage more women to Glow Up and own your round-the-clock radiance with Olay.”
Rohini Venkateswaran, Vice President, Olay India added, “At Olay across the world, we have always put the skin needs of women first. Women today are fearlessly chasing their dreams and are unstoppable. With our new campaign, we want young women to seize the day and Glow Up with the Olay Power Duo by their side. As a brand dedicated to always offering the best for women, we truly hope that this brings our consumers closer to owning their glow inside out, especially as they step into taking on the world with the multiple roles they play.”
Emmanuel Lalleve, Executive Creative Director, Publicis Singapore added, “Olay’s expert skincare legacy spans over decades. Taking forward this powerful heritage, the core brand purpose was to make meaningful connections with young Indian women and establish relevance in their adult life. Featuring Tara Sutaria, the storytelling reflects a challenging phase in a woman’s life- adulting and how she often worries about its effects on her skin at the end of the day. The idea was to encourage young women to make the most of life with the double strength offering of the Olay Power Duo and assure them that Olay is by their side. The campaign also launches across media platforms from TV to social and print.”
Olay has won the hearts of young women over the years through empowering campaigns like #FaceAnything and #GlowUpNoMatterWhat as part of its commitment to encourage women to be confident and fearless.
Agency: Publicis PG One, Singapore
Executive Vice President, Global Clients – Donatien Souriau
Executive Creative Director – Emmanuel Lalleve
Global Strategy Lead – Ali Rezgui
Associate Creative Director – Vaishnav Balasubramaniam
Art Director – Janath Gamage
Executive Producer – Daniel Ho
Regional Account Director – Khatkhanang Chavalitsakulchai
Senior Account Executive – Jarron Loh
Strategic Planner – Nazlan Nazarudin
Director – Punit Malhotra
Production House – The Sweet Shop & Hop Scotch