Mullen Lintas India launches a soft touch campaign for the Himalaya Drug Company

The Himalaya Drug Company, one of India’s leading Wellness and Personal Care brand has launched a new TVC for Himalaya Cocoa Butter Intensive Body Lotion, with a promise to moisturize and repair dry skin. The TVC created by Mullen Lintas India tells the story of a bride-to-be experiencing pre-wedding jitters, and being comforted and assured by her friend through the magic of a soft touch.

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Varun Wanvari, Brand Manager, Skin Creams and Lotions, The Himalaya Drug Company said, “The communication for brand Himalaya, including that for body lotions has centered around problem-solution. With the latest TVC for Himalaya Cocoa Butter Intensive Body Lotion, we wanted to connect with consumers at an emotional level by associating our brand with something that deeply resonates with them – the comfort and warmth of a touch. Just like the touch of someone close to you is reassuring, similarly, the brand with its intensive moisturizing properties of Cocoa Butter makes skin soft and healthy, hence reassuring the user to face winter without worrying about skin dryness. The TVC captures a slice of life moment where the magic of a soft touch plays a reassuring role.”

“Body lotions are largely meant to address dry skin, especially in winter. Hence, the role of the brand in the consumer’s mind becomes very critical, as it is one of the key differentiators in the purchase triggers. While Himalaya as a brand already enjoys a problem-solution equity, we wanted the communication to highlight the ‘reassurance’ equity of the brand.” said Sarfraz Rumane, Marketing Manager, Hair Care and Premium Skin Care, The Himalaya Drug Company.

“Body lotions is a INR 1000 crore category within skincare. In the last three years, Himalaya has registered a healthy growth in our lotions portfolio, having more than doubled our revenues.  While the product consumption is increasing round the year, new consumers still enter the category during winter and hence we decided to launch this new campaign.  Today, our range of body lotions is growing at over 30%, which is far higher than the category growth,” Rumane added.

“In trying to craft the message of soft skin, we wanted to communicate a product attribute but also a genuine human insight. For us, that was the power of touch itself. For instance, how sometimes the most powerful way to reach out to someone, to comfort someone is through a touch. And thanks to the deep moisturising afforded by Himalaya Cocoa Butter Intensive Body Lotion, that touch is able to convey every emotion. The film is a beautiful story bringing out this very idea, first by way of a friend reassuring the bride on the her anxiety around looking her best for her big day and later the bride comforting the bitter-sweetness in the father’s emotion of giving the daughter away.” said, Shriram Iyer National Creative Director, Mullen Lintas

Himalaya Cocoa Butter Lotion is enriched with the goodness of Cocoa Butter and Wheat Germ Oil, which replenish the lost moisture in dry skin and antioxidants that prevent the skin from drying and cracking.

Credits –

Director: Jerald Packiaswamy