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Pond’s goes the purpose-driven route with ‘See What Happens’ in multiple markets across Asia

A new campaign for Unilever skincare brand Pond’s called ‘See What Happens’ has been jointly developed by Ogilvy India and Singapore. It will run across India, the Philippines, Thailand and Indonesia, starting June 2019.

‘See What Happens’ is an attempt to shift the brand to a purpose driven plank. The film is about a girl training to be a boxer who hides the fact from her mother until she decides to wear her battle scars with pride.

A note from Hindustan Unilever said: “The new master brand campaign of Pond’s aims to encourage women to begin lifting those internal barriers by simply trying to overcome their inner hesitations.”

“The brand believes the world would be a better place if women stopped limiting themselves – in life and in beauty – and simply tried overcoming these internal barriers.”

Speaking about the campaign, Hindustan Unilever vice president of skincare and colours Hindustan Unilever said: “Pond’s is an iconic brand in India with great heritage and equity. It gives us great pride to give it a new take that encourages women to never hold back and ‘See What Happens’.

“With the power of social media, we hope to ignite conversations just like the film. Women still feel held back by their inner voices and we want to encourage them to share their stories. This is exactly what ‘See What Happens’ is all about.”

Ogilvy India west chief creative officers Kainaz Karmakar and Harshad Rajashyaksha said: “We are really excited about launching the new world of Pond’s. It’s a world that is asking young girls to go ahead and say what is on their minds and do what is in their hearts. Society is ready for their bold moves. The time has come to go ahead and #SeeWhatHappens.

The story that launches this belief is about a young girl who has the strength to take on the blows of boxing, and yet she has not gathered the strength to break the news to her mom. Bob (Shashanka Chaturvedi) has done a great job of translating the story into a powerful film.”

Pond’s previously dabbled with purpose in the region with ‘Love My Expressions’ created by Arcade.

Credits

Client: Hindustan Unilever

Brand: Pond’s

Agency: Ogilvy India and Singapore

Chief creative officers, Ogilvy India (West): Kainaz Karmakar, Harshad Rajadhyaksha

Co-chief creative officer, Ogilvy Singapore: Nicolas Courant

Worldwide managing director, Unilever Asia: David Dahan

Chief client officer: Hephzibah Pathak

Account management: Matthew Leem, Chitralekha Chetia, Nisha Bhatia, Sarah-Cate Agnew

Planning: Veruschka Menon, Sumegha Rao

Production house: Good Morning Films

Director: Bob (Shashanka Chaturvedi)

Executive producer: Vikram Kalra

Producer: Robin D’Cruz

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