It is impressive to see a herbal care brand building on consumer dreams. Ever dreamt of being a car designer, a filmmaker or an artist, but never got approval from your close ones? Then here’s an opportunity to live your dream.
The Himalaya Drug Company, India’s leading herbal health and personal care company, which recently forayed into the men’s grooming segment with its Himalaya For Him brand of face washes, has launched ‘My Lakshya’ – a campaign that redefines the value of living your dream.
The roots of ‘My Lakshya’ sprung from a survey conducted by the herbal health company across Mumbai, Delhi and Bangalore. Himalaya spoke to a mix of college goers as well as first jobbers with the aim to understand their dreams and ambitions. The study revealed that a great number of people chose or followed a career path based on their parent’s decisions, social pressures or financial security. However there was a heaven and earth difference between their dream career and their actual career. The study also highlighted how each respondent sought parental support and acceptance of their career choices.
Playing the role of an enabler, Himalaya’s ‘My Lakshya’ aims to bridge this gap between passion and career. Targeting a national audience, the campaign will be conducted over two months where 10 entries will be shortlisted and two winners will be chosen out of the entries received. The two winners will receive a cash prize of Rs 1 lakh and mentorship to help them start their dream career.
My Lakshya on digital
At the centre of My Lakshya is a digital film by the same name, created by Web Chutney and directed by Sharad Kalawar. It is a social experiment that drives home the core message of the campaign – Believe in yourself and do not give up on your dreams.
The 3-minute film highlights the disconnect between passion and profession; as people grow up they forget about their passion and dreams and end up making compromises and settling for less. On the other hand, children believe in themselves and show a strong conviction to pursue their dreams.
The campaign is supported by a website where one can enter My Lakshya by filling up a written form or just uploading a video talking about themselves and their dream.
Interestingly, the website also provides a link to the product website ‘Himalaya for him‘ that features beneficial information for the target group of Himalaya For Him brand of face washes. Tips on how to stay ahead at work include how to prepare for the perfect interview, how to impress the boss, how to be more productive at work, how to make that killer presentation and more.
Also, social media is being leveraged effectively to spread the word. A dedicated page has been created on Facebook for My Lakshya and it has already garnered a decent following of 16K+ fans. The Himalaya Herbals Twitter page with 4K+ followers is being used to promote the campaign on Twitter.
Content shared on these pages is driving the community to the campaign website with the help of interesting visuals and the campaign video.
— Himalaya Herbals (@HerbalsHimalaya) January 9, 2015
An enabler of dreams
With ‘My Lakshya’, Himalaya, a brand that’s trusted for its herbal health products has braved a whole new territory in consumer engagement. Going beyond the benefits of herbal care to being an enabler of peoples’ dreams, Himalaya’s My Lakshya has built a sound base to reach out to the young, aspiring and raring to go. The herbal care brand is looking to establish itself as an enabling partner in the dreams of young India, while promoting its new face wash for men.
Apart from the concept, the campaign has the right video message too. By reaching out through kids who share their dreams fearlessly, the video brings out the core message of ‘never give up on dreams’ somewhere on the way while growing up. Additionally, having a video entry option for My Lakshya is a cool inclusion in the campaign as opposed to filling out an online form, especially when the filler is a young millenial!
Well conceived and designed, My Lakshya seems to be on its way as a memorable campaign. However, it could make better use of Twitter to spread the word.