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Pond’s Cold Cream celebrates the magic of a ‘jhappi’

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MUMBAI: Pond’s Cold Cream has unveiled its brand campaign that leverages its legacy of trusted care. The TVC celebrates the magic of a ‘jhappi’. In Indian parlance, ‘jhappi’ means much more than a simple hug. It’s the embrace and protection that only a loved one can provide. Similarly, Pond’s Cold Cream provides the embrace of protection to the skin through its 10 essential nutrients and moisturisers.

The objective of the campaign is to further evoke the emotional affinity the brand has enjoyed over decades in the market, instilling freshness to the idea of touchable, soft skin. The tone of the film is consciously positive and poetic. The moments between the mother, daughter and granddaughter cue protection and care through generations. In essence, it is exactly what the product does too.

Ogilvy executive creative director Zenobia Pithawalla says, "The idea 'Pond’s ki jhappi' came from the core of the brand. ‘Jhappi' meaning a hug, not only conveys the expert care and protection that the product provides in winter but also builds on the legacy of the brand. And 'jhappis' too, like Pond’s Cold Cream, are passed on from generation to generation."

Hindustan Unilever Ltd vice president, skincare and colours Prabha Narasimhan adds, "The idea of mothers receiving and passing on their love & care from one generation to the next – aap ko mila tohi aap ne diya Pond’s ka laad pyar perfectly reflecting the ethos of the brand and the Indian woman."

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