Mumbai: Palmolive, the personal care brand from the house of Colgate-Palmolive has announced the launch of its face washes and scrubs portfolio in India with a new campaign titled 'Say Yes To You.’ Conceptualised by Red Fuse Communications - a WPP agency, the campaign aims to inspire women for 'self-love.'

"The campaign reiterates the brand’s core message that Indian women, who have been conditioned to prioritise everything and everyone but themselves, need to indulge more and make self-care a priority every day," said the brand in a statement.

The three ad film series features multitasking women; a working mother, a woman hosting people, and a working millennial’s day off, who settle for nothing but the best when it comes to their family and work responsibilities. The ad films showcase how amidst all the chaos that is their life, their moment of self-indulgence comes in the form of the brand’s new range of face products that offer them the care and pampering they deserve.

The campaign films, produced by Fingerprint Films, depict a series of situations celebrating women luxuriating in their chosen moments of pause and normalises women prioritising themselves.

“We saw a clear white space in the face cleansing segment. Current brands were speaking to the modern Indian woman as if she was just a skin type or a skin problem," said Colgate-Palmolive (India) VP of marketing  Arvind Chintamani. "With this campaign, Palmolive speaks to women with a message and tonality that is authentic, real and purposive to what women are feeling today. We sincerely believe brands have a responsibility to communicate with purpose and products have a responsibility to deliver on the promises they make."

“Whilst our primary aim was to land the idea of women saying yes to themselves… it was equally important for us to ensure we were saying yes to women across all geographies, age groups and life stages… and saying yes to us in all our myriad shapes and colors and sizes,” stated Red Fuse (WPP integrated agency) executive creative director Delna Sethna. “This is not just a launch of a brand new beauty brand but a labor of love for the creative women who have been instrumental in shaping this narrative!”