Saatchi & Saatchi has designed the latest Olay campaign - 'Olay
Total Effects Skin Challenge'.
taking the print, television and digital route, the campaign also
involved a consumer engagement program, which gave women a platform
where they could not only share their stories, but also challenge
themselves when it came to younger looking skin.
new campaign is based on the insight that for many women as life
changes over the years their priorities also change at every stage.
And while other things become more important, skin care takes a
back-seat. Keeping this as the main focus, the campaign was divided
a debate was sparked off by posting controversial statements in
the online media. This was then followed by a Nielsen survey. The
results of the survey were shared online with the audience, which
resulted in more buzz. Women were then urged to take the Olay Total
Effects Skin Challenge and tell them how it made a difference to
their skin and their lives. Simultaneously, to keep the interaction
level high, various apps and Facebook activities were initiated.
the campaign progressed, women started sharing their experience
online - compliments that they started receiving for their younger
looking skin. These were then printed as advertorials and played
as T.V. spots.
brand ambassador for Olay, Kajol, also brought this thought alive
as she narrated her life story and how Olay Total Effects had helped
her look young and beautiful through different stages of her life.
& Saatchi chief creative officer Ramanuj Shastry said, "Every
woman is beautiful. But as her priorities change over the years,
she becomes so busy that skin care isn't that important like it
used to be. But why should her beauty be left behind, just because
she's married or has become a mother? That's why through the 'Olay
Total Effects Skin Challenge', women can now become and feel beautiful
all over again."
Olay associate marketing director Danish Rahman added, "Olay
Total Effects, being one of the leading brands in India, understands
the challenges that women face every day, because of which they
are unable to give enough time to their skin. So we have asked women
to take the 'Olay Total Effects Skin Challenge' and reclaim their