MUMBAI: Nycil, one of the most trusted powder brands and leader in the prickly heat & cooling powders (PHC) category in India from the Kraft Heinz Company is back with a refreshing campaign this year establishing its new proposition. Focusing on 5 summer problems of the skin such as sweat, body odor, rashes, itching and prickly heat, the brand advocates enjoying summers without any tension, with the protection of Nycil. With a heritage of more than 50 years, Nycil is popularly known for its anti-bacterial properties and its efficacy in curing and preventing prickly heat problems.

Creatively conceptualized and executed by McCann, the campaign advocates the use of Nycil to fight against common skin problems caused during summer. The film starts with a young boy reluctant to play out in the sun fearing it would cause skin problems like sweat, stickiness, odour, rashes and prickly heat. Just then his friend’s mother intervenes to explain to the kids how the right powder can prevent skin problems during summer.

Commenting on the new campaign, Kraft Heinz India CMO Vikramjeet Singh said, “Nycil enjoys the position of a market leader across the country and it is the most preferred powder in the PHC (prickly heat & cooling) category. Through this new campaign, we aim to educate the consumers on using Nycil for the 5 common summer skin problems; which no other PHP can effectively claim to cure. This was a natural progression since the brand is clinically proven to fight the bacteria that cause skin problems led by summer”.

Speaking from a creative perspective, McCann national planning head Suraja Kishore said, “Nycil is a heritage brand with very strong associations on prickly heat. The challenge was to reinforce Nycil as the expert solution for summers. We are happy to bring to life the proposition in an engaging set up of kids’ banter.”