Himalaya's Campaign Breaks Gender Stereotypes In Partnership With RCB
Himalaya Wellness extends its partnership with Royal Challengers Bangalore for the ongoing Women’s T20 League, shifting the focus to celebrating on-field achievements with the #TakeMySPOT campaign. The campaign promotes Himalaya's dark spot-clearing turmeric face wash and face care range.
Rajesh Krishnamurthy, Business Director, Himalaya Wellness Company, expressed his enthusiasm about the partnership, stating, "The success of our partnership with the Women's Premier League in 2023 inspired us to continue our association in this year's edition. Along with the cricketers, we're thrilled to bring the excitement of Danish Sait's collaboration to the #TakeMySPOT campaign, adding a layer of humour and intrigue as we tackle the topic of stubborn spots with our new Himalaya Dark Spot Clearing Turmeric Face Wash and Face Care Range.
As a continuation of the #TakeMySPOT initiative, Himalaya collaborates with the GoEqual Premier League, championing women's rightful place in football. Beyond scoring goals, the partnership aims to dismantle gender stereotypes and promote inclusivity. Himalaya invests in grassroots football, engaging with communities, schools and professional teams to offer every aspiring woman a deserved spot in the sport.
“We're thrilled to see the incredible response to the #TakeMySPOT campaign teaser, which trended at Number 1 on Twitter on day 1 of RCB's match and also with the reveal trending at no1 on 29th of February! We're confident that this year's partnership, much like last year, will not only generate excitement around the product but also continue to solidify our connection with the women’s T20 league audience,” said Ragini Hariharan, Marketing Director of Personal Care & Hygiene at Himalaya. “We're proud to introduce this face wash and face care range, formulated using a unique cold-pressed extraction technology called Svarasa that preserves the essential components of turmeric. This research-backed formula empowers our consumers to tackle dark spots and achieve healthy, radiant skin.”
The campaign for the dark spot-clearing turmeric face wash echoes a strong message. Like RCB players securing positions, women across paths carve their spaces, and the turmeric face care range addresses unwanted spots effortlessly. It harnesses the power of organically sourced turmeric through the Ayurvedic svarasa method.
Speaking on the occasion, Rajesh Menon, Vice President and Head of Royal Challengers Bangalore (RCB), said, “We are glad to extend our partnership with Himalaya as we get into the second season. Both the brands share the same core values of inclusivity and diversity and care for the causes that matter to impact the society positively.”
Unfolding in two phases, the campaign incorporated the 'spot' concept with a playful twist. The teaser phase, launched during the first RCB match, featured players donning #TakeMySPOT on their caps. A video with RCB cricketers Smriti Mandhana, Richa Ghosh and Shreyanka Patil, along with content creator Danish Sait infused humour, keeping the audience intrigued.
In the second phase, the campaign linked the 'spots' reference to unwanted facial spots addressed by Himalaya's dark spot-clearing turmeric face wash. This reveal seamlessly connected the campaign's message to the brand, celebrating women's resilience on the field and in life. Himalaya emphasised that while no one can take away earned spots, they can help tackle unwanted facial spots.
Gayatri Kabilan, Category Manager – Face Wash, added, “This innovation marks Himalaya's greater initiative towards tackling the growing problem of dark spots caused by sun exposure, acne scars, and previously overlooked concerns. While overcoming spots, we’ve also taken steps to care for the environment as the face wash comes in a fully recyclable and environmentally conscious tube.”
The ongoing campaign sustained its use of the 'spot' concept through humorous videos with Danish and RCB's cricketers. To heighten anticipation, the brand employed a comprehensive strategy across radio, social media, outdoor advertising, and YouTube.
