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Product Launch 2016-04-20

Himalaya ropes in Royal Challengers to promote men pimple care range

The brand has recently forayed into Male Grooming products’ segment and to extend the category offering, it has introduced pimple care range, bringing into light the not-so-vocal issue of pimples faced by male lot.

Himalaya ropes in Royal Challengers to promote men pimple care range

After foraying into male grooming space, the men's care brand of Himalaya Herbals- Himalaya Men has revealed itself to be the brand behind the mystery of the ‘Pimple?’ campaign.

To create a buzz in the market about the same, the brands has roped in cricketers from the Royal Challengers Bangalore IPL team including Virat Kohli, Shane Watson, Stuart Binny and Sarfaraz Khan.

The campaign started with a week-long teaser and concluded today with the big reveal. The 20 second teaser, went on air last week, aimed at creating a buzz into the word 'Pimple?' written on RCB caps.

“Pimple prevention is a space Himalaya owns in the face wash segment and we had to conceptualize a really strong communication to ensure we resonate with our target audience. Sports was a natural choice for us to associate with because sportsmen today are not just about performance, fitness and wellness, but also grooming and confidence," told Rajesh Krishnamurthy, Business Head-Consumer Product Division, The Himalaya Drug Company to mediapersons.

So far, the teaser garnered more than a million YouTube views on the first day itself and has been trending on platforms like Twitter with intriguing questions from fans to know more about the ‘Pimple?’ mystery.

About the Pimple? campaign

Themed around Men Hate Pimples Too, the captivating campaign is based on the insight that pimples bother men as much as they do women.

Meanwhile, Ashwani Gandhi, Category Manager, Himalaya Men explained, "This is the next phase of our campaign debunking the myth that men are too proud to worry about things such as pimples. The fact is that men are as concerned about pimples as women are, but are sometimes hesitant to admit it. What better than the star cricketers of RCB IPL team to proclaim emphatically that men do hate pimples.”

While, Prateek Srivastava, Creative Head, Chapter Five opined, "So many young men learn about grooming and style from their favourite sports stars! By bringing together the love of cricket, the admiration for players like Virat Kohli, Shane Watson, Sarfaraz Khan, Stuart Binny, and the evolving need among men to look good and care for their skin, especially by getting rid of pimples, the communication hits a sweet spot.”

Bengaluru-based Himalaya Drug Company has started with its ecommerce portal and has extensive plans to make available a tablet in all its 150 outlets across the country. Consumers need to browse and order any of its products and it would be delivered in 1 or 2 days, in case, it's not available in the store. So far the company has rolled out this service in five stores across Bengaluru.

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