The new Masterbrand campaign of Pond’s aims to encourage women to begin lifting those
internal barriers by simply trying to overcome their inner hesitations
Pond’s, one of the world’s leading beauty and skincare brands, today launched an impactful campaign with the aim of bringing the issue of inner voices into the spotlight – and into mainstream media – enabling women to understand how common place inner voices are, and help them overcome the internal barriers these present.
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. This new campaign will be across four key markets – India, Philippines, Thailand and Indonesia from June 2019.
Today, Ponds unveils the new hero film ‘The Boxer’, across all digital platforms. This film, developed by Ogilvy India and Singapore, is a heart-warming, sensitive story of a young Indian girl, pursuing her passion in boxing. She deals with the dilemma of revealing this decision to her mother as her inner voice hold her back, creating a struggle between what she wants to do and what she thinks is expected of her. The film features local talent Khushi Joshi, who plays the role of the hero character, Mandeep and Iravati Harshe, who plays her mother.
Prabha Narasimhan, Vice President, Skincare and Colours, Hindustan Unilever Ltd, says “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.”
Kainaz Karmakar and Harshad Rajashyaksha, Chief Creative Officers, Ogilvy India (West), says about the campaign, “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 hopes to ignite a conversation amongst women from across generations on how and when they’ve experienced inner voices, how they were successful in overcoming the obstacles in the path of their dreams. All in an effort to inspire and encourage others who have held back so far. #SeeWhatHappens pushes gentle a change – not in the world outside but the world within a woman’s heart and mind, unlocking the possibilities within her.