Vivel TVC uses MMA fighter Bharti to prove a point

MUMBAI: An impactful TVC integrates the brand’s point of view with Ab Samjhauta Nahin. It introduces a fresh and a more meaningful understanding of confidence that is aimed to make a positive and an emotional connection and resonates with the modern day consumers with a new TV commercial.

Vivel prides itself on being a true Indian brand created to international standards, catering to the modern Indian woman’s growing aspirations. To raise its voice Vivel’s brand’s message #AbSamjhautaNahin aims to inspire women to change the mindset and inspire ‘unconditioning’. Click here to watch the film.

ITC’s leading personal care brand, Vivel, launched the Lotus Oil variant of soap recently. Lotus Oil is widely regarded for its skin care benefits. In the beauty and the wellness space, Lotus is well known for moisturisation, restoration of skin radiance and improving skin texture.

The genesis of Vivel’s Lotus Oil variant is entrenched in the brand’s core philosophy of Ab Samjhauta Nahin. Vivel’s Ab Samjhauta Nahin inspires women to challenge status quo, question timeworn mind-sets that tend to stereotype and live a life without compromising on her own choices. The Lotus Oil variant combines Vivel’s functional and the emotional promise.

The Vivel Lotus Oil TVC, portrays women from varied professions who have chosen to unshackle themselves from the stereotypes that impede choices. The film narrative opens with girls’ voices defining the way they must live their lives to conform to the accepted behavioral norm in society; a lesson that is taught to most girls at a very young age. It showcases an empowering journey of a woman’s grit, determination and struggle to break social barriers and continue to conquer and rise above it all in her own unique way. Click here to watch the film.

Bharti Dhoundiyal, a promising Mixed Martial Arts (MMA) fighter in India and one of the protagonists of the film reflects, “MMA is a difficult sport. It is a full-contact combat sport and not many women in India have taken this up as a career option. I come from a humble background and live in the northern outskirts of New Delhi where there is little respect for a girl’s own choice. Women’s MMA is a fairly new sport in India. Hence many people do not understand the nuances nor the efforts and the rigorous practice hours required. Neighbours have often gossiped about my odd choice of profession. I have been told by people that this is not a sport for women. I have been questioned about my training methods as they involve physical combat with men. I have been looked down upon for choosing to break away from traditional gender stereotypes."

"With the release of the TV commercial, the same people who had cast aspersions on my character and choice are now lauding me for my efforts," she added.

ITC Limited CEO - personal care products business Sameer Satpathy adds, “The Lotus flower, is a symbol of strength and beauty. Much of its symbolism evolves from the way the lotus blooms in spite of its environment and adversities."

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