Brands are quick to leverage the power of videos as a medium to tell their story. And, in a country obsessed with its films, a skincare brand Garnier Pure Active has launched a series of digital animated videos of the iconic scenes from yesteryear Bollywood films to drive home its message of knocking out pimples.
Lights. Camera. Action….err Garnier Pure Active!
A campaign digitally executed by FoxyMoron, was launched with the release of famous movie posters conveying how Pimples have not spared anyone in Bollywood. Movie posters included – Rowdy Pimple, The Dirty Pimple, Pimple Tum Kab Jaaogey, I Hate Pimple Storys, which got every curious fan wondering what the final reveal would be.
Over 8,00,000 fans were in for a treat when illustrated comic strips of iconic Bollywood characters were released that showcased Brand Ambassador Alia Bhatt as the savior and means of bringing the Garnier Pure Active Neem Face Wash to the rescue of Bollywood’s pimple problems.
Using layered animation, these iconic characters are brought to life and their dialogues converted to rants about pimples from famous and much-loved Bollywood scenes. These have been released in a series of illustrated videos called ’Lights. Camera. Garnier Pure Active.’
The 1st video depicting the most famous ‘Kitne Aadmi Thhe’ scene from ‘Sholay’ has already crossed 5,56,589 cumulative views and a 4 Million cumulative reach on Facebook and YouTube – along with 14,65,097 YouTube impressions. Unique conversations with the 2,400 followers on Twitter have resulted in various trending topics such as #IfIWasGabbar (India No.3) #PureActivePremiere (India No. 3) #ReplaceMovieNamesWithPureActive (India No.1).
The 2nd video of the series depicts the famous climax scene of the iconic Bollywood story of Raj and Simran from Dilwale Dulhaniya Le Jayenge that has so far received 6,22,098 cumulative views – This video has also garnered over 13,41,473 YouTube impressions.
So far, the campaign reach has risen by 1500%.
Commenting on the latest 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 conceptualized with the insight that social media and Bollywood play an important role in the day to day lives of most youngsters in India. Through this campaign, we have not only met our objective but also explored a new and innovative way of leveraging social media platforms.”
Harshil Karia, Online Strategist & Co-founder, FoxyMoron comments, “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.”