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"Kya
khoobsoorti tujhe deti hai sahas, ya sahas hi teri khoobsoorti?"
These are the words of the couplet, that is recited on the soundtrack
of the new Pond's Dreamflower Talc (DFT) bride television commercial.
The
recently released commercial, created by Ogilvy & Mather (Mumbai),
is about a young woman who decides not to go through with her marriage
when she realises that her would-be in-laws are demanding dowry.
It is a terribly difficult decision to make, but she makes it.
Ogilvy & Mather senior creative director Sumanto
Chattopadhyay says, "As the Pond's woman, she always stands
by what is right, no matter how difficult it is. She has the courage
of her convictions, courage that is strengthened by her beauty.
And that's the beauty of Pond's."
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With
dreams & hopes in her eyes...
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"Across the country, women are standing up and saying no to
dowry. That is the spirit we have captured in the new Dreamflower
Talc commercial. And the response from consumers has been one of
admiration for the beauty and courage of this new role model Pond's
has projected," he says.
The DFT Bride film is a creative integration of the values of Pond’s
and the personality of the woman of today. This film is about a
woman who is genuine, educated and true to herself.
"She is honest and embodies inner strength. While she clearly
stays within socially acceptable boundaries, she has the conviction
of taking decisions to save the honor of her family. She is woman
of self-belief, a woman of courage and conviction who always stands
for the truth," says Chattopadhyay.
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Hail
to the new age woman!
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The role of the brand is to provide her with beauty that gives
her confidence and courage, thereby giving her the freedom of expressing
herself, for the benefit of self and family – the people who
matter most to her. The brand helps her get a sense of role fulfillment
as an ideal daughter who saved the dignity of the family from being
destroyed by greedy in-laws.
On brand's attributes, Chattopadhyay says, "Pond’s stand
for beauty that is for living not for show. Pond's gives radiance
that lights up your life and those around you. It is beauty that
makes a difference to your life and gives you a sense of happiness
and the opportunity for self-expression and success."
Taking through the journey of Pond's advertising over the years,
Chattopadhyay says, "Pond's has always celebrated the beauty
of women with substance. A decade ago, the Dreamflower Talc TVC
portrayed a woman who steps out of the home to get a job. She goes
from diffidence to confidence - with a little help from Pond's -
and gets the job at the end of the interview."
This film captured the imagination and aspirations of an entire
generation of women, who were, for the first time, entering the
workforce in numbers. The generation of women who have come of age
now are manifesting their courage in other ways.
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Pond's
Dreamflower Magic Talc
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Over the years, Pond’s has celebrated the role models of each
generation of women. "For instance, Coleen Khan - a woman who
stepped out of her house to make a place for herself in the corporate
world, which very few women did at that time, while Maria, Mahima,
the florist, designer, who all were successful in their own careers,
at a time when career success was considered a thing meant only
for men," reminisces Chattopadhyay.
"The Pond's woman is well-grounded, self-assured and confident.
She takes pride in her individuality and thrives in achieving her
goals, to be her best, and stands up for what she believes is right.
Pond's enhances women and their femininity, contributing to the
positive effect of her beauty. The beauty of Ponds is reflected
in the confidence these women exude," explains Chattopadhyay.
The creative professional feels Pond's has always attempted to
reflect the aspirations of the evolving Indian woman. "So naturally
its advertising has also evolved along those paths. So every new
Dreamflower commercial will capture the spirit of the time in which
it is created," he says.
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Pond's
Cold Cream... Googly Woogly Woosh
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"Also, there are different sub-brands in the Pond's portfolio.
While they all conform to the over-arching personality of the mother
brand, they each have their own unique individual traits as well.
Which is why the Pond's Magic Talc ad (which has more to do with
fragrance) is quite distinct from the Pond's Dreamflower ad. And
the Pond's Cold Cream (Googly Woogly) ad is different from the Pond's
Fair and Young ad," concludes Chattopadhyay.
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