The Approach: Since the target audience was the Indian woman and the gel addressed intimate issues, the approach had to be dealt with sensitively.
It is an acknowledged fact that women after a certain stage in life are apprehensive about losing their partner’s attention. Hence, a creative route coined the ‘Gift of confidence’ was introduced along with a carefully devised communication that addressed woman-worries leading to the build-up of a confidence-boosting campaign.
A conversation was initiated on social media, targeting a certain age group. Questions on life after marriage, personal issues and intimate concerns were raised. There was an encouraging response with women coming ahead and sharing their concerns.
Post success of social media initiatives, the brand was launched on mass media through Print and OOH. This was in consonance with the social campaign. The bold and fearless Celina Jaitely, a former beauty queen, Bollywood actress and mother of twins, was the Brand Ambassador, to empower and connect with women on a one-to-one. The entire campaign was tactfully devised in print, outdoor and social media to generate brand awareness. The communication focused on celebrating womanhood, answering queries and highlighting the benefits of using 18 Again.
The Result: 18Again made a mark in the market especially in Bangalore. The campaign generated the right visibility and awareness for the brand. Besides this, the brand received an amazing response on social media. Sales of 18Again accelerated and many women sent positive testimonials about the product.
Services rendered: Brand Campaign, Art Direction, Content, Photography, Website, Social Media.
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