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Tag: HE Deodorants

  • FCB Ulka, He’s creative agency has conceptualized this clutter-breaking campaign inspired by Bollywood

    Emami’s He partners with Tiger Shroff

    By A Correspondent

     

    He Deodorants has launched its latest campaign featuring Bollywood star Tiger Shroff. Conceptualised by FCB Ulka, Mumbai, the two-film series draws inspiration from Bollywood.

     

    Speaking on the occasion, Harsh Vardhan Agarwal, Director, Emami Ltd. said: “There is an emerging set of consumers who are now using a different fragrance for a different occasion. We were the first to bring a disruption into the market, launching two fragrances in 1 pack with our He Magic Duo to tap into the opportunity. We are now pushing the envelope with the concept of fragrance mixing on this product. He Magic Duo’s, two perfumes have been designed such that when mixed, they complement and create a third fragrance. The FCB team has created a film with the right blend of fun where the story draws on Bollywood analogy and seamlessly showcases the product proposition. The ad with Tiger Shroff in a never before seen avatar is sure to garner attention and excitement.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka, Mumbai: “Partnering with a brand to build clutter-breaking campaigns is the best kind of challenge. The brief for this campaign was a challenging one with He Magic Duo now having a never heard of before – three fragrances in one pack. The films draw inspiration from Bollywood and are high on humourous entertainment to drive home this extremely unique, and category-first benefit. This campaign is sure to resonate with the film-lovers across the country, especially the youth.”

     

    Sharing details on the storytelling, Keigan Pinto, National Creative Director, FCB Ulka said: “He Magic Duo is a product that is different from conventional deodorants. It has 2 distinct fragrances – and when you mix the two, you get a third distinct fragrance. Creatively speaking, showing three fragrances was a challenge. Till we came upon a classic Bollywood dialogue that is folklore now – “Maa, hum ek se do ho gaye.” We used it as a creative hook. The beauty of it is, it led naturally to a Bollywood style OTT execution. And then, we got on board a Bollywood youth icon, Tiger Shroff, to deliver the final punch. In short, the idea dictated the execution and the use of a celebrity rather than the other way around. We worked closely with Shujaat Saudagar, the director, to craft two TVCs in iconic ‘filmy’ settings, that depict the same message, but in a very distinct manner from each other.”

     

     

  • The campaign has been conceptualized by FCB Ulka, Mumbai

    FCB Ulka launches latest ad campaign for He Deodorants

    By A Correspondent

     

    He Deodorants launched its latest advertising campaign created by FCB Ulka. Said Harsh Vardhan Agarwal, Director, Emami Ltd: “The deodorant category in India is highly saturated and cluttered. With the presence of multiple players, it is becoming increasingly difficult to break through this clutter and stand out. He as a brand has a strong legacy of differentiation from the very beginning.

     

    This time, we found through our consumer research that there is an increasing dual usage trend wherein one in five users currently use two or more deos on a regular basis just from the need of variety and the urge of not smelling the same every time. Triggered by this consumer need, we have brought in a category disrupting solution through He Magic Duo where we are offering two fragrances at the price of one. We believe that He Magic Duo with its breakthrough packaging is going to create a stir in the consumer mindspace.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka, Mumbai: “It is invigorating to work on a new client and chart a new path for a brand. Our first campaign with Emami for HE Deo’s is a perfect example of this. Leveraging its unique two fragrances in one pack, the films position He Deo’s Magic Duo as something that raises the possibility of even the unbelievable becoming believable, because He now makes two fragrances in one pack. Each of the films is a treat to watch and this is sure to be among the most talked about campaigns in the category.”

     

     

  • What emerged as an idea was to create an act that would call for some fresh thinking not just in the deodorant category, but in our daily lives and the way we look at women

    He Deodorants & Orchard team up in campaign

    By A Correspondent

     

    Advertising today is heavily dependent on sexy women, provocative messaging and outlandish claims of increasing desirability for the opposite sex. The deodorant category in particular has seen many such stereotypes, where brands compete to be the best chick magnet.

     

    HE Deodorants from the Emami Group bucks the trend with Orchard Advertising (part of the Leo Burnett Group India) as their partner. The agency’s work on International Men’s Day over the last couple of years has been hugely refreshing and entertaining.

     

    So when HE Deodorants was looking to launch a new variant, Orchard Advertising and the brand teams put their minds together to come up with something exciting and clutter breaking. What emerged as an idea was to create an act that would call for some fresh thinking not just in the deodorant category, but in our daily lives and the way we look at women.

     

    The agency thus devised a product idea and relied on strategic communication to champion the cause of “respect to women” in all walks of life. A polar opposite to everything the category at large propagates.

     

    The brand team at HE Deodorants was equally enthusiastic and brave enough to take the idea into an uncharted territory. Which was to create a product that embodies the smell of respect. And thus was born HE Respect.

     

    The thought behind the campaign was simple. Real men respect women. Because HE Respect is a perfect men’s product that stands up for women on all fronts.

     

    The campaign, which is designed around the central thought “Respect Women” features a TVC, supported by a series of digital films. The TVC outlines how women are made uncomfortable through small and big gestures on a daily basis. The work will also be rolled out across other traditional platforms. Hrithik Roshan and Vir Das are instrumental in supporting the cause in the campaign and the digital space.

     

    Harsha V Agarwal, Director, Emami Ltd, said, “We believe that there is a need to nurture a positive role model among men, who are able to accord respect to women. HE Respect seeks to honour and bring into light such men who believe in honouring women,”

     

    Talking about the campaign, RajDeepak Das, Chief Creative Officer, The Leo Burnett Group India, said,” HE Respect has been a passion project for us from the very beginning. We were clear that an important message needs adequate firepower and support to make a real difference. And we had fantastic partners in the HE brand team who believed in us enough to develop an entirely new product and then a powerful campaign that takes on well established industry practices head on.”

     

    Sharmine Panthaky, VP and Branch Head – Mumbai, Orchard Advertising, said, “With HE Deodorants as a brand we have been clear that there is no merit in falling prey to any of the usual tactics brands and categories employ to sell more stock. We are not interested in helping men attract more women. We would rather stand up for women across the world to give them due respect. This may seem counter intuitive in the category, but we are sure our effort to buck the trend will find support, and we will emerge as the first brand to have taken such a strong stand for women.”

     

    The campaign is currently live on digital platforms. Launched on 13th May, it has already garnered more than 100,000 views on Facebook. Clearly, it is an idea that has connected with people and instigated conversations.

     

    The teaser phase is supported by an activation where thousands of men were sent RESPECT T-shirts. They were requested to wear them and click selfies and post them on the brand’s Facebook page and Twitter handle to endorse the RESPECT philosophy