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ITC re-launches face cream Charmis with Kajol

The campaign recognises & celebrates the lessons best learnt from mothers

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MUMBAI: Face cream Charmis has been around for over eight decades and now ITC has given the product a fresh new look.

A new TV campaign that captures the values and essence of the brand – ‘Achchaai Jo Chehre Par Nazar Aaye’ has been rolled out to celebrate the goodness, painstakingly nurtured and instilled in children by every mother.

The campaign recognises and celebrates the lessons best learnt from mothers and how they guide children to make the right choices as they navigate through the maze of life and respond to challenges and conflicts thrown up each day.

ITC Limited chief executive of personal care products business Sameer Satpathy says, “It is a moment of pride for us to reintroduce Charmis, a brand that has been loved by consumers for over eight decades, in a fresh new look. We are excited to introduce a great new sensorial with SPF 30 and above all with a delightful new TV campaign. The brand presents the core thought in an engaging manner and I must appreciate the great work done by the director, Ram and the entire creative team at Contract.”

The new TVC developed by the creative team at Contract and film director Ram Madhvani of Equinox, showcase the heartfelt moment of a young boy, who when faced with a dilemma, decides to follow the value of goodness and the teachings learnt from his mother - brave boys don’t hit girls. Simple yet extremely effective and powerful, the TVC narrative brings alive the brand’s core thought that it is the goodness within that glows on our faces. That glow is evident both on the face of the child as well as the proud mother.

Ram Madhvani adds, “I am delighted to have been chosen to work on the film. I found the brand’s concept – Achchaai jo chehre par nazar aaye, extremely unique and was excited to make the film, simply because of the value systems that the brand was speaking about. And of course having Kajol as part of the film, helped elevate the entire conversation. Besides being a powerful performer, she also stands for the values showcased in the film.”

Kajol has stepped in as the brand ambassador. She is a modern mother who does not shy away from speaking about the active role she plays in her children’s upbringing. Even off camera she embodies the characteristics of the Charmis Mom, who prides in motherhood and plays a dominant role in shaping the value system and thought process of her children.

The product will be available in packs of 30ml, 58ml, 100ml and 175 ml at Rs 40, Rs 70, Rs120 and Rs180 ml, respectively.

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