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."

With dreams & hopes in her eyes...

"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.

Hail to the new age woman!

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.

Pond's Dreamflower Magic Talc

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.

Pond's Cold Cream... Googly Woogly Woosh

"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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