MAM
Pond’s TVC portrays courage & conviction in women
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.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
