Pond’s Urges Indian women to Overcome their inner Hesitations and #SeeWhatHappens

Even as the world opens up today, sometimes the most confident women too can feel held back by the internal barriers from years of social conditioning.  

The new Masterbrand campaign of Pond’s aims to encourage women to begin lifting those internal barriers by simply trying to overcome their inner hesitations. 

Mumbai, June 18, 2019: Pond’s, one of the world’s leading beauty and skincare brands, launched an impactful campaign with the aim of bringing the issue of inner voices into the spotlight – and into mainstream media – enabling women to understand how common place inner voices are, and help them overcome the internal barriers these present. 

The brand believes the world would be a better place if women stopped limiting themselves – in life and in beauty – and simply tried overcoming these internal barriers. This new campaign will be  across four key markets - India, Philippines, Thailand and Indonesia from June 2019.

Today, Ponds unveils the new hero film ‘The Boxer’, across all digital platforms. This film, developed by Ogilvy India and Singapore, is a heartwarming, sensitive story of a young Indian girl, pursuing her passion in boxing. She deals with the dilemma of  revealing this decision to her mother as her inner voice hold her back, creating a struggle between what she wants to do and what she thinks is expected of her. The film features local talent Khushi Joshi, who plays the role of the hero character, Mandeep and Iravati Harshe, who plays her mother.

 

Prabha Narasimhan, Vice President, Skincare and Colours, Hindustan Unilever Ltd, says “Pond’s is an iconic brand in India with great heritage and equity. It gives us great pride to give it a new take that encourages women to never hold back and 'See What Happens'. With the power of social media, we hope to ignite conversations just like the film. Women still feel held back by their inner voices and we want to encourage them to share their stories. This is exactly what 'See What Happens' is all about." 

  

Kainaz Karmakar and Harshad Rajashyaksha, Chief Creative Officers, Ogilvy India (West), says about the campaign, “We are really excited about launching the new world of Pond’s. It’s a world that is asking young girls to go ahead and say what is on their minds and do what is in their hearts. Society is ready for their bold moves. The time has come to go ahead and #SeeWhatHappens. 

The story that launches this belief is about a young girl who has the strength to take on the blows of boxing, and yet she has not gathered the strength to break the news to her mom. Bob (Shashanka Chaturvedi) has done a great job of translating the story into a powerful film.”

Pond’s hopes to ignite a conversation amongst women across generations on how and when they’ve experienced inner voices, how they were successful in overcoming them. All in an effort to inspire and encourage others who have held back so far. #SeeWhatHappens pushes gentle a change – not in the world outside but the world within a woman’s heart and mind, unlocking the possibilities within her. 

Credits-

Client: Hindustan Unilever 

Brand: Pond’s 

Agency: Ogilvy India and Singapore

Chief Creative Officers, Ogilvy India (West): Kainaz Karmakar, Harshad Rajadhyaksha

Co-Chief Creative Officer, Ogilvy Singapore: Nicolas Courant

Worldwide Managing Director, Unilever Asia: David Dahan

Chief Client Officer: Hephzibah Pathak 

Account Management: Matthew Leem, Chitralekha Chetia, Nisha Bhatia, Sarah-Cate Agnew

Planning: Veruschka Menon, Sumegha Rao

Production House: Good Morning Films

Director: Bob (Shashanka Chaturvedi)

Executive Producer: Vikram Kalra

Producer: Robin D'Cruz

About Pond’s: As one of the world’s most trusted skincare brands, Pond’s offers affordable and innovative solutions in a range of categories including cleansing, hydration, anti-aging and whitening. The Pond’s promise is to create products that nurture skin from the inside to transform it into beautiful and radiant skin on the outside. From its establishment in 1846, every single Pond’s product has been created by scientists. Today, the Pond’s Institute is a centre of skincare expertise, technology and innovation, bringing together a global network of scientists working to develop new formulations that bring quality, scientifically formulated beauty solutions to generations of modern, beautiful women around the world. 

About Ogilvy: Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an awardwinning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across 131 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. Ogilvy is a WPP company (NASDAQ: WWPGY).  http://www.ogilvy.com/, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.