Himalaya Uses ‘Pimple’ to Promote Facewash
Mumbai: Many fans of Royal Challengers Bangalore, the IPL franchise captained by Virat Kohli, may have wondered why ‘ PIMPLE?’ was scribbled across the players’ caps in their last two matches. A teaser film with some key players — Kohli, Shane Watson, Sarfaraz Khan and Stuart Binny — has been launched on YouTube video masthead, timed to be played during IPL match breaks, and #HateThePimple has been trending on social media.
This is not a new product or brand. It is part of a campaign for Himalaya Men’s Face Wash, where for the first time, the brand has let go off its logo during IPL.
“This is truly a brand innovation that spawned beyond just a logo presence and media spends,” said Vinit Karnik, business head of ESP Properties, the entertainment and sports arm of GroupM that created the campaign along with media agency Motivator.
The strategy is being seen as a move to leverage IPL as a platform to target Himalaya’s key consumers by associating with the RCB team. Through the campaign, the problem being addressed by the brand is stated in one word ‘Pimple?’.
While all team players have been seen sporting these caps in the ongoing matches, the logo will be revealed on Monday, and from April 20, players will sport the cap with the brand logo.