V-Bath – Intimate Hygiene
V-Bath, a new woman-care product was being launched by the pharma major Lupin Limited’s (lupin) OTC arm Lupin Life. The task at hand was to build awareness amongst women around the use of intimate hygiene wash and encourage them to openly discuss their concerns rather than being ‘shusssh’ about it.
When LupinLife Pharma wanted to start the conversation about Vaginal Healthcare in India, we needed to make the conversation direct, yet relatable. It needed movement!
We decided to not look at this as just a product launch but look at it as a new category altogether. We recommended a digital-only launch as we thought it was the best way to generate buzz around an issue that has largely been taboo, while generating consideration for the brand.
The campaign #SahiBaat was conceptualized to break the ice. Ideated, scripted, and conceptualized completely inhouse! Further on, roping in PopXO and iDiva the film was created, distributed and disseminated to our core audiences.
Featuring Bollywood actress Ms. Richa Chadha. The video builds on the storyline of how, even confident women avoid talking about intimate hygiene, do not give the issue any priority and end up compromising their own health.
Impressions: 60Mn+. | Views: 9.86Mn+. |. Posts: 100Mn+