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Olay launches 2nd phase of its marketing campaign

Indiantelevision.com Team

(22 January 2008 2:00 pm)

BANGALORE: After blitzing a trail in fashion capitals such as New York, London, Sydney, Hong Kong, Olay skincare from P&G is all set to woo women from ages 25 upwards with its "age defying" Olay Total Effects. The product was first launched in India in August 2007 with a series of TV spots featuring celebrities like Colleen Khan (hairstylist), Tisca Chopra of the Taare Zameen Par fame, Sushmita Sen and Kalpana Sarangi (cosmetologist & dermatologist). These celebrities share their personal experience with Olay with women all over India.

Now ready with stage two of its campaign, Olay is going from city to city including Bangalore, urging women to take the Olay Total Effects challenge at no cost to themselves. All the women had to do was to bring in their current moisturiser bottle and exchange it for a brand new bottle of Olay Total Effects. Well known Kannada film actress Ramya, stopped by at Garuda Mall and encouraged women in Bangalore to try the product.

Olay asst brand manager Maithreyi Jagannathan said, "Right now, the focus is on getting consumers to try our product at no cost to themselves, after which the third stage of our campaign will consist of airing consumer testimonials." On being queried about how the product will hold its own, especially since Ponds was offering a similar challenge with results in just 7 days, Maithreyi said she would not like to comment on competition.

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