~ The new Aloe Vera TVC touches upon an important essence of empowerment; urges women to make their own choices
~ Komalta aapki kamzori nahin, pehchaan hain~
ITC’s leading personal care brand, Vivel unveils its new impactful TVC integrating the brand’s philosophy of Ab Samjhauta Nahin. Vivel believes that being empowered is about having the freedom to make a choice. A choice to be yourself, the way you think, behave or even dress.
The new Aloe Vera Soap TVC tells a story of one such choice. A lot of women feel the pressure to behave or dress like men in order to be successful and accepted in work places as equals. The 30 second story encourages women to retain their softness and empathy while being assertive. She rather believes that softness is not her weakness instead her identity and henceforth strength.
The TVC features veteran TV actor Supriya Pilgaonkar and her daughter Shriya Pilgaonkar. The narrative opens with Shriya Pilgaonkar being depicted as the daughter, who is confident of her choices and expresses it in her soft yet assertive way irrespective of circumstances or individuals. She believes in her strengths and is unwilling to dress like men just to fit in.
The TVC introduces a fresh and a more meaningful understanding of confidence that is aimed to make a positive and an emotional connection, and resonates with the product promise of softness in Vivel Aloe Vera soap. The TVC showcases the strength of identity in a woman’s inherent values.
“We are thrilled to have partnered with ITC to bring alive a campaign that is creating a platform for the brand to engage with its consumers in a much more authentic and deeper level. The campaign celebrates the power of choice and highlights the idea, ‘Softness is not my weakness but my identity.’ And it does so by staying positive and inclusive in its approach celebrating the softer side of womanhood.” Ajay Menon, Brand David.