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MUMBAI: Client: Vini Cosmetics
Campaign Name: WhiteTone Face Powder
Duration: 10 secs
Date of release: 16th May 2010
Agency: Triton Communications Pvt Ltd
Brief given by the client to the agency:
To launch WhiteTone - Face Powder and create a new category for the currently un-satiated Consumer need for looking ‘Attractive‘
Based on Research, it was found that Consumers‘ wanted to look Attractive everyday
Hence there was an opportunity to launch a special product that met this particular need for Gratification‘ - i.e to look attractive.
The Challenge:
To get consumers to change their habits. In the absence of a specially formulated product, she was currently using Talcum Powders, Fairness creams and in some markets both. However, these were a compromise as there was no other option available to her.
Hence the challenge was to break into this space and become a part of the daily beauty regime in a woman‘s life and find a place of pride on her shelf, almost like lip stick...
The Insight:
Research shows that people have been using talcum powder regularly on the Face and to also prevent the oily look after applying a cream.
However conventional Talcum Powders are Heavier by nature and not specially designed for this purpose. As a result, after sometime, these powders end up ‘cracking‘ they also make the Face look ‘chalky‘ and ‘patchy‘.
Nor can Fairness Creams deliver to her expectations.
And finally, in the Indian context, wearing heavier ‘Make-up‘ is not something that is done on a daily basis. As a matter of fact, it is almost looked down upon if its not really a special occasion
Using these insights Vini Cosmetics Pvt. Ltd. developed the Special WhiteTone Face Powder with a unique Soft Shade formula
Special WhiteTone Face Powder satisfies the consumers need to look attractive everyday while she steps out of her house and the consumer can clearly see the results for her self
The Idea:
The Brand leverages this insight to its advantage and this proposition has been interestingly dramatized as ‘Har din ka Nikhaar instantly‘. The Jingle effectively brings alive the story of a man attracted to a woman whose face looks different today. It‘s brighter, more attractive and fairer which is what the specially formulated WhiteTone Face Powder delivers
It will be interesting to see Vini Cosmetics and Triton once again create a new category with White Tone Face Powder.
The media platform used :
TV The Team
NCD : Renton Dsouza
Mumbai Head : Pankaj Arora
Copy : Atul Purohit
Art : Shyam Samant
Account Management : Deepa Venugopal ,Deepika Sharma
Account Planning : Vvikas Kumar
Production House : Illusion Films
Director : Aniruddha Sen
