The Charmis brand boasts an eight-decade old legacy. ITC Limited capitalizes on this legacy and gives a fillip to the brand by launching a series of new products, with Kajol as the face of the brand Charmis, an eight-decade old face care cream brand, has been re-launched in a new, fresh avatar. This development also sees popular Bollywood actor Kajol being roped in by ITC India as its brand ambassador for Charmis. The launch came into effect with the production of a TV commercial, featuring the actor, extolling the virtue of good values among children.
The new range of the Charmis ‘deep nourishing cold cream’, promoted by FMCG giant ITC Limited, will be available in 30ml, 58ml, 100ml and 175 ml packs, and will cost NR 40, INR 70, INR 120 and INR 180 ml respectively, according to a statement issued by ITC. The statement mentions that Charmis SPF 30 provides optimal moisturisation for round-the-year use, in addition to providing protection to consumers from the effects of winter, leaving skin brightly restored, and naturally soft and buoyant.
However, the TV commercial stresses more on the theme ‘Maa Ki Seekh” or ‘Lessons from the Mother’, portraying the crucial role played by her in helping children making the right decisions as they cruise through life’s challenges. The focus is on how a child, with the help of the mother, responds and overcomes the various hurdles in life.
The Theme of the TV Commercial
Commenting on the new-look Charmis and the TV commercial, ITC’s Chief Executive, Personal Care Products Business, Sameer Satpathy states that the Charmis brand has been loved by consumers for more than eight decades, and it a moment of great pride for his company to reintroduce it in a more exciting version. “We are excited to launch a great new sensorial with SPF 30 and above all with a lovely new TV campaign. The brand presents the core thought in an engaging manner and I must appreciate the great work done by the director, Ram and the entire creative team at Contract, the advertisement agency that made the commercial,” he says.
The TV commercial jointly developed by Contract and feature film director Ram Madhvani of Equinox. It depicts the earnest of a young boy, who when faced with a quandary, decides to follow the value of goodness and the teachings learnt from his mother. The moral of the commercial is – brave boys don’t hit girls. With this storyline, the commercial captures the values and essence of the brand through the catch phrase “Achchaai Jo Chehre Par Nazar Aaye”. As per an ITC statement, it celebrates the goodness, painstakingly cultivated and instilled in children by every mother. The commercial gives life to brand’s fundamental thought that it is the goodness within that makes our faces glow. This glow is apparent both on the faces of the child and the mother, according to the ITC statement.
The Kajol Effect
Kajol who plays the principal part in the commercial, states that the commercial simply highlights the basic truth that while goodness is about character, integrity, honesty, kindness, moral courage, but above all, goodness is about how you treat other people. “Being an ambassador makes me feel good and trustworthy; both aspects being important to me as a person and an artiste,” she adds.
She plays a modern mother who does not shy away from speaking about the active role she plays in her children’s upbringing. Even in real life, she symbolizes the characteristics of the Charmis Mom, who prides in motherhood and plays a central role in influencing the value system and thought process of her children, the statement claimed.
Chips in Madhvani, “Having Kajol as part of the film, helped elevate the entire conversation. Besides being a powerful performer, she also stands for the values showcased in the film.
Notwithstanding that, I am delighted to have been chosen to work on the film because I found the brand’s concept ‘Achchaai jo chehre par nazar aaye’, extremely unique and was excited to make the film, simply because of the value systems that the brand was speaking about.”
ITC had acquired the Charmis brand from Colgate-Palmolive in mid-2017, to help boost its presence in the personal care products market. It intends to expand offerings within the brand to include specialised face washes and products such as day creams, tan removal, moisturising, and anti-ageing lotions.
References
http://www.adageindia.in/marketing/itc-re-launches-charmis-face-care-brand/articleshow/66184328.cms