Young Woman Packs a Punch in New Pond’s Campaign

Unilever-owned beauty brand Pond’s is the latest to embrace the theme of female empowerment and defying expectations in its Indian marketing. The latest campaign follows a young boxer dealing with her injuries and struggling to hide her controversial hobby from her family. Throughout the spot, the protagonist covers up bruises with concealer and lies to her mother – only to find that her mum is more supportive than she ever imagined.

The campaign’s message is one of self-confidence, encouraging its target audience to overcome the internal barriers that can stop them realising their full potential.

Prabha Narasimhan, VP, skincare and colours, Hindustan Unilever, said, “Pond’s is an iconic brand in India with great heritage and equity. It gives us great pride to give it a new take that encourages women to never hold back and 'See What Happens'. With the power of social media, we hope to ignite conversations just like the film. Women still feel held back by their inner voices and we want to encourage them to share their stories. This is exactly what 'See What Happens' is all about."

Kainaz Karmakar and Harshad Rajashyaksha, CCOs, Ogilvy India (West), said, “We are really excited about launching the new world of Pond’s. It’s a world that is asking young girls to go ahead and say what is on their minds and do what is in their hearts. Society is ready for their bold moves. The time has come to go ahead and #SeeWhatHappens. The story that launches this belief is about a young girl who has the strength to take on the blows of boxing, and yet she has not gathered the strength to break the news to her mom. Bob (Shashanka Chaturvedi) has done a great job of translating the story into a powerful film.”

The campaign was created in collaboration between Ogilvy’s Indian and Singapore offices and the campaign is playing out across India, Thailand, Philippines and Indonesia.