The campaign captures the essence of today’s Chennai Girl in a fun and peppy music video
The Himalaya Drug Company, India’s leading wellness brand launched the “Chennai Ponnu”(Chennai Girl)campaign for its flagship product Himalaya Purifying Neem Face Wash. The campaign aims to celebrate the spirit of the Chennai girland captures her essence in a fun and peppy music video.
Today’s Chennai girl has evolved in many ways,from her dressing style, grooming, eating to her beauty preferences, yet she enjoys her culture equally.The music video brings out this message beautifully, telling the story of the Chennai Ponnu through relatable experiences.
Sharing his perspective on the campaign, Rahul Panchal, Marketing Manager,The Himalaya Drug Company said “Tamil Nadu is a unique market andthe way consumers across statesare evolving,there has been a huge shift in consumer behavior here as well. Our regularinteraction with the consumers in Chennai highlighted that younggirls in the city have changed in several ways. While they are confident, independent and modern, theystill continue to enjoy the rich culture of Chennai, be it the local food, music, danceor movies. Through our Chennai Ponnumusic video, we are celebrating the amazing spirit of the Chennai girl in a fun and light-hearted way, while also capturing the local flavor of the city she loves and how it enriches her unique personality. This also happens to be Himalaya’s first big ticketregion-centric campaign. While we will be launching more regional campaigns through the year, we’re really excited to start off with the vibrant city of Chennai!”
Speaking more about thecampaign, Hemang Vasani, Category Manager, Face Care at The Himalaya Drug Companysaid, “As a brand, Himalaya Purifying Neem Face Wash speaks to younggirlsand helpsthem tackle their pimple problems. Our TVC communicationcenters on the brand taking care of the teenagers’ skin troubles, especially pimples, giving her the confidence to enjoy life. With the Chennai Ponnu campaign, we wanted to further build on this communication by showcasing the energy, enthusiasm and confidence that today’s Chennai Girl has, in a peppy music video. Girls in Chennai are modern yet they are proud of their local culture and traditions, similar to our product Purifying Neem Face Wash, which is a contemporary product blended with traditional herbs like Neem and Turmeric.”
“In the film also, we’vesubtly integrated the message that the Chennai Girl uses a product that works best for her skin. The song iscatchy with a signature dance step that girls will relate to and really enjoy,” he added.
"When the brief first came to us, the brand was definite that they wanted an upbeat, contemporary film around the "Chennai Girl". So we had to develop a script that captured the essence of the "Chennai girl" who’s modern and at the same time lovesher traditional culture. After balling up many ideas, we finally arrived at a musical. It was one of the most testing yet exciting films we have brought to life." Said, Rahul Bharti, Director, Roadrunner Productions.
Himalaya will tap the digital medium to promote this campaign, which will be rolled out across its social media properties including Facebook, Twitter, YouTube and Instagram. In addition, creative tie-ups with a music platform and influencers will further amplify the message.
The music for Chennai Ponnuhas been composed byfamous composer Prashant Pillai, who has captured the local energy of Chennai in a catchy, feet-tapping melody. The quirky lyrics are written byAmrit Rao while thechoreography is done by Bollywood choreographer Adil Shaikh, famous for his work for BajrangiBhaijaan, Kapoor & Sons, etc.
About The Himalaya Drug Company:
In 1930, a young visionary by the name of Mr. M. Manal foresaw the benefits of herbal remedies while riding through the forests of Burma. After diligently researching the science of the traditional field of Ayurveda, he decided to dedicate his life creating products that would improve millions of lives across the world. Today, with a history spanning more than eight decades in herbal research, Himalaya has positioned itself as a brand that cares about not only enriching people’s lives but also the environment. With their ‘head to heel’ range of products Himalaya aims to provide a holistic solution to everyday ailments that affect our bodies.
Seeped in a legacy of researching nature, Himalaya has successfully been able to harness the science of Ayurveda through cutting-edge research to become a brand that is safe, gentle and trustworthy.
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