2. Pond’s Ki kahani Neelesh Misra Ki Zubani
SolutionProblem
Cold cream Category getting cluttered in
UP,Punjab,Rajasthan
Up , Punjab, Rajasthan were media Dark
due to power cuts and low literacy rate
Radio was riding on the back of every
mobile
56 daily stories revolving around day to
day life of the audience were crafted
integrating the product in every story
multiple times
Insight
Power of sound + repetitive stimuli for 56
days creates a new habit in the minds of
audience
The classic cold cream was facing stiff competition in the category. Need of the hour was
to re-establish it as a daily habitual skin regime
Results : 800 BPS gain in Market Share with 1 gold and 2 bronze across media awards
AV link : https://www.youtube.com/watch?v=MEdd5jRfi2Y
3. Pond’s BB+ : Be Selfie ready
Around 35 million
posts containing
hashtag #selfie
among the 150
million Instagram
users
30% amongst age
group 15-30
TV
Radio
Cinema
Youtube
On-
Ground
Print
Outdoor
Foundation + Moisturiser
Picture
perfect skin ,
Instantly!
CORE PROPOSITION
Task At hand : To communicate the core proposition to TG(F 15-30 SEC A+)
Age of Narcissism brought a
phenomenon called “SELFIE”
Pond’s Owned the word
“Selfie” through
integrated Campaign
And a personalised
Pond’s selfie video song
Results : Brand Relevance score on “Instant Fairness” went up by 200 BPS
AV link : https://www.youtube.com/watch?v=bjVB-ySEoxA
4. Pond’s BB+ A lot to talk about
L’oreal’s Garnier BB launched five months ahead of Unilever’s Pond’s BB+. Hence the mammoth task for
Pond’s was to negate Garnier’s first mover advantage and be synonymous with BB creams
Create Conversation around the Product
65% Of TG’s leisure time
spent in Cafe’s
Partnered with India’s
Leading cafe chain
7.5 Million Cappuccino's
sold
Stenciled BB+ Over the
Cappuccino
https://www.youtube.com/watch?v=Q6G2DdRvrW4AV Link :
