Garnier Pure Active: Treating pimples, Bollywood style

By Satrajit Sen , afaqs!, New Delhi | In Digital
Last updated : January 22, 2014
The brand has released famous movie posters that convey how pimples have not spared anyone in Bollywood.

Ever seen pimples on a movie star? Apparently, the stars seem to have a solution at hand. Garnier Pure Active has launched its 'No Pimples, No Marks' campaign that depicts iconic Bollywood scenes with characters plagued by pimple problems, and the solution - Garnier Pure Active Neem Face Wash.

The campaign is digitally executed by FoxyMoron and was launched with the release of famous movie posters conveying how pimples have not spared anyone in Bollywood. Movie posters are taken from iconic Bollywood scenes from classics like Sholay, DDLJ and Ghulam.

The posters were released on Garnier Pure Active's Facebook page which currently has more than 8,00,000 fans. Illustrated comic strips of iconic Bollywood characters were also released, showcasing brand ambassador actor Alia Bhatt as the saviour who brings the face wash to the rescue of Bollywood's pimple problems.

Using layered animation, the iconic characters are brought to life and their dialogues from famous and much-loved Bollywood scenes converted to rants about pimples. The campaign has also been extended in a series of illustrated online videos called 'Lights. Camera. Garnier Pure Active.' In the videos, the characters are seen suffering from pimples. Finally, Bhatt comes to their rescue with a tube of the Neem face wash.

Commenting on the campaign, Rupika Raman, general manager, Garnier, L'Oreal India, says, "Pimples and pimple marks are a serious skin concern for the youth of today and the Garnier Pure Active Neem Face Wash is an excellent product that addresses it. Our objective was to reach out to our core target audience and build brand awareness in a way that is informative and effective, yet fun and engaging. Hence the campaign was conceptualised with the insight that social media and Bollywood play an important role in the day to day lives of most youngsters in India."

The first video that depicts the famous 'Kitne Aadmi Thhe' scene from 'Sholay' has already crossed 5 lakh views and 14,65,097 YouTube impressions. The video, published on December 6, 2013, also garnered unique conversations with 2,400 brand followers on Twitter, resulting in various trending topics such as #IfIWasGabbar, #PureActivePremiere; and #ReplaceMovieNamesWithPureActive.

The second video of the series depicts the climax scene of the iconic Bollywood story of Raj and Simran in Dilwale Dulhaniya Le Jayenge (DDLJ) that has so far crossed 5 lakh views garnering 13,41,473 YouTube impressions, since being uploaded on December 30, 2013. As per Raman, through this campaign, the brand has not only met its objective but also explored a new and innovative way of leveraging social media platforms.

Harshil Karia, online strategist and co-founder, FoxyMoron, says "The Indian audience is always looking for entertainment and Bollywood is an avenue that rarely fails to deliver. The brand's target audience that faces daily skin issues looks for a convenient and simple method to tackle them. The 'No Pimples, No Marks' campaign is a fun and interactive campaign to educate them that the new Garnier Neem Face Wash not only took care of the pimples, but their marks too."

Garnier Pure Active Range of products is a unisex cleanser from Garnier. The brand had signed on Alia Bhat as its brand ambassador in May, 2013.

First Published : January 22, 2014
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