Hi­malaya Uses ‘Pim­ple’ to Pro­mote Face­wash

The Economic Times - - Business Of Brands - Gau­rav.Laghate @times­group.com

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.

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