Charmis from the house of ITC, a 90-year old brand widely known for its cold cream, now caters to the various skin-related needs of the young women who are always on the move. They believe that skincare should be democratised, and have been launching efficacious new-age skin products, beginning with serums. The new campaign, “Swish-Dab-Dab” brings alive how to use a face serum and how the Deep Radiance Face Serum benefits the skin.
The film features the new brand ambassador of Charmis, the young, beautiful, and one-of-the-most sought-after actor, Kiara Advani, whose vitality and radiant skin rightly fit the brand personality.
In the words of Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited, said, “Our R&D team at ITC’s Life Sciences and Technology Centre leverages its deep research and world-class expertise in biosciences to introduce a range of Charmis Deep Radiance Serum. Charmis Deep Radiance Serum is an effective hydrating solution for skin radiance. Kiara brings with her the energy and vibrance that is synonymous with this Charmis range, and we are glad to announce her as the new face of the brand.”
Skincare is a fast-evolving market continuously trying to catch up with different skin needs & concerns of young women on the move. But face skin is a serious matter for women, making it extremely important to find the right product that delivers good results. The communication builds on the active and vibrant lifestyle that young women have, and how Charmis Deep Radiance Face Serum can take one thing off their checklist, helping them look radiant with the potency of Vitamin C.
Commenting on the film, Tista Sen, Regional Creative Director, Wunderman Thompson, South Asia, “For young women skincare needs to be easy-peasy and one that fits into your lifestyle. Light and easily absorbed Charmis Deep Radiance strikes a chord that is vibrant and full of energy. More importantly, it makes skincare routine fun, just swish dab a dab!”
Talking of the film, Vijay P. Jacob, Sr. VP & Managing Partner, Wunderman Thompson, Kolkata, says, “The recently launched Charmis range of skincare products has truly democratized the category and made ‘premium’ skincare affordable for a larger audience. We at Wunderman Thompson are really excited to partner ITC on the next growth phase for Charmis.”