MUMBAI: The Himalaya Drug Company, India’s leading wellness brand launched the “Chennai Ponnu” (Chennai Girl) campaign for its flagship product Himalaya Purifying Neem Face Wash. The campaign aims to celebrate the spirit of the Chennai girl and captures her essence in a fun and peppy music video.
Today’s Chennai girl has evolved in many ways, from her dressing style, grooming, eating to her beauty preferences, yet she enjoys her culture equally. The music video brings out this message beautifully, telling the story of the Chennai Ponnu through relatable experiences.
The Himalaya Drug Company marketing manager Rahul Panchal said, “Our regular interaction with the consumers in Chennai highlighted that young girls in the city have changed in several ways. While they are confident, independent and modern, they still continue to enjoy the rich culture of Chennai, be it the local food, music, dance or movies.”
The Himalaya Drug Company category manager - face care Hemang Vasani said, “Our TVC communication centers on the brand taking care of the teenagers’ skin troubles, especially pimples, giving her the confidence to enjoy life. With the Chennai Ponnu campaign, we wanted to further build on this communication by showcasing the energy, enthusiasm and confidence that today’s Chennai Girl."
"When the brief first came to us, the brand was definite that they wanted an upbeat, contemporary film around the "Chennai Girl". So we had to develop a script that captured the essence of the "Chennai girl" who’s modern and at the same time loves her traditional culture," said Roadrunner Productions director Rahul Bharti.
Himalaya will tap the digital medium to promote this campaign, which will be rolled out across its social media properties including Facebook, Twitter, YouTube and Instagram. In addition, creative tie-ups with a music platform and influencers will further amplify the message. The music for Chennai Ponnu has been composed by famous composer Prashant Pillai, who has captured the local energy of Chennai in a catchy, feet-tapping melody. The quirky lyrics are written by Amrit Rao while the choreography is done by Bollywood choreographer Adil Shaikh, famous for his work for Bajrangi Bhaijaan, Kapoor & Sons, etc.
