Say no to
Pimple worries
• Awareness Campaign
What: Integrated Campaign
Who: Himalaya
How: TV, Social, Digital, Influencer Marketing, Anghami
When Millennial
Tactics Fail Gen Z
Himalaya’s Purifying Neem Facewash has been a best-
seller for years. Generations swear by it for fighting pimples. But when a new generation came about, the
brand had to refresh its messaging. Gen Z brought it
with it a new set of challenges.
Problem…
The market in KSA was stagnant, even for the market leader. The ask was not just
achieve growth, but aim for complete market dominance.
....Solved
We decided to target a hitherto unexplored
demographic – early teens in KSA who were
facing their first ever pimple. By getting
into their consideration set at this stage
would mean we had a loyal consumer for
life.
Insight
We went scientific with this one, collaborating
with IPSOS to conduct in-depth research. And it
uncovered a very sharp insight. Every breakout of
a pimple, especially the first ones, triggers a
‘fight or flight’ response in young teenagers. In
other words, they know of only two ways to deal
with it – confront it or hide (away from) it.
Concept
Thus was an idea borne out of good old-fashioned insight mining. It was summarized in a
simple line ‘Habba, habba, al habba’. ‘No more
panic over pimples. Because the ‘fight or flight’
response was nothing but a panicked reaction to
the pimple. Himalaya said, you can have a third,
much better, response to the pimple.
Rollout
TV Commercials
The internal debate between ‘fight and flight’ was depicted as the two alter-egos of the
same protagonist. This device itself made the narrative interesting, further strengthened
by the relevance of what each alter-ego represented. The introduction of the brand to
end the dilemma, was a well-earned finish that highlighted exactly what we wanted to.
Digital Extensions
The usual suspects were rounded up – TikTok, Instagram, Snapchat. And no, we didn’t
reframe our TVC to portrait dimensions and called it a day. Tailor-made content was
created for these platforms where our demographic actually spent time. For further
amplification of reach, we collaborated with influencers through a smartly created
product kit.
Anthem
If it sounds good spoken, it’ll sound better sung. We partnered with Anghami to
create a ‘Habba, Habba, Al Habba’ jingle. The branded song was composed to smartly blend education with entertainment. It was shared in curated playlists, and its
popularity peaked so much that we dubbed the jingle, an anthem.
Activations
We took the idea on ground, connecting with schools and engaging 100,000+ girls
in KSA through awareness workshops that educated them on the causes and
treatments of the pimple problem.
Uptick
Through the thoughtfully crafted and extensively detailed campaign,
Himalaya was above to reiterate its leadership position in the facewash
category with a fresh take on an age-old problem.
