VLCC, a leading beauty and wellness brand, has recently launched a new campaign in partnership with DENTSU CREATIVE India called #AbDhoopKyaRokegi. The purpose of this campaign is to promote VLCC’s SPF 60 PA+++ sweat and water-resistant sunscreen gel crème and encourage individuals to face the sun with confidence, knowing they are fully protected against harmful UVA and UVB rays.
The campaign film highlights the rigorous testing that the VLCC sunscreen undergoes to ensure maximum protection, even in extreme heat and sun. It showcases how the product is designed to be sweat and water-resistant, making it ideal for outdoor activities.
The brand has also brought on board Sakshi Chavan, an International Gold Medalist in 100m running, to reinforce the message of staying protected from the sun. In the film, Sakshi is seen in her real-life avatar, where her coach is pushing her limits during training. When asked about the need for sun protection in the scorching heat, Sakshi’s coach confidently recommends VLCC SPF 60 sunscreen, which is both water and sun-resistant.
The campaign aims to reach a wide audience through multiple touchpoints, including TV, digital platforms, activation, and retail. The goal is to influence both consumers and trade to increase awareness and drive sales of the VLCC sunscreen. This 360-degree campaign follows last year’s impressive growth in the category and is expected to make a significant impact in the market.
In recent years, sun protection has become a critical concern as people are becoming increasingly aware of the damaging effects of UVA and UVB rays on the skin. Sunscreen products have become an essential part of daily skincare routines, and consumers are looking for products that offer maximum protection and are suitable for their specific needs.
VLCC’s SPF 60 PA+++ sweat and water-resistant sunscreen gel crème is designed to meet these needs, and the #AbDhoopKyaRokegi campaign aims to educate and inform consumers about its benefits. The product is formulated with a broad-spectrum SPF 60 PA+++ that protects against UVA and UVB rays. It is also sweat and water-resistant, making it ideal for outdoor activities and sports.
VLCC’s new campaign is a well-executed effort to promote their sunscreen product and increase brand awareness. The campaign film effectively communicates the product’s benefits, and the use of an International Gold Medalist athlete adds credibility to the message.
The 360-degree approach to the campaign ensures that it reaches a broad audience and provides multiple touchpoints for consumers to engage with the brand. With the growing importance of sun protection, VLCC’s SPF 60 PA+++ sweat and water-resistant sunscreen gel crème is a valuable addition to their product portfolio, and the #AbDhoopKyaRokegi campaign is an excellent way to promote it.
Puneet Gulati, Group CMO, VLCC said, “As a brand, we at VLCC have always believed in empowering every individual to achieve their full potential and be unstoppable. This ad film featuring Sakshi, a talented runner who knows the power of sunscreen, is a reflection of our commitment to this belief. It is not just about protecting the skin from harmful UV rays, but about the unstoppable pursuit of one’s passions. We hope that this ad film inspires everyone everywhere to take charge of their lives and be unstoppable.”
Ujjwal Anand, managing partner, DENTSU CREATIVE India added, “We wanted to move away from the typical portrayal of women in the category, which often focuses solely on the beauty quotient of sunscreen protection. Instead, we aimed for authenticity and wanted to emphasize the core benefit of sunscreen in an inspiring way. From the beginning, it was clear to us that we wanted to use real-life women who inspire their whole generation.
Our goal was to change the narrative and focus on protection and efficacy in a genuine way. To achieve that authenticity, we brought in Sakshi, who captures the essence of young Indian women who are unstoppable, no matter where they are in life. ‘Ab Dhoop Kya Rokegi’ is an open challenge to the sun itself and to societal norms that hold women back from achieving their desires by keeping them indoors for the fear of getting tanned.”
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