Himalaya Sparkling White Toothpaste Targets Youth But Ignores Digital

The campaign for Himalaya Sparkling White toothpaste seems to have been launched in a haste with no clear roadmap on digital


The Himalaya Drug Company, India’s leading herbal health and personal care company has a lot to offer in terms of herbal care to the image-conscious youth of India. Recently, the brand launched its Sparkling White toothpaste – a whitening toothpaste that has no chemical bleach and a campaign to reach out to the 16-25 age group. At the heart of it are two TVCs conceptualised and created by Soho Sqaure and directed and produced by Code Red Films.

The idea was driven by consumer insight where people are often unaware of what yellow or discoloured teeth is doing to their appearance. Moreover, many prefer to stay away from whitening toothpastes as the chemical bleach can lead to sensitivity. Himalaya decided to focus the message around how the toothpaste could save you from embarrassing situations, while throwing light on the no-chemical aspect of it.

The first TVC features a couple on a date where the girl is expecting the guy to compliment on her looks. While he has beautiful descriptions for her eyes, her cheeks, when it comes to her smile, he ends up saying ‘yellow’ in a jiffy. The girl is super embarrassed and is seen checking out her teeth later at a dressing table. The voice over talks about how one misses out noticing their yellow teeth, but others don’t.

The second TVC is set around a gang of young girls where one of them is showing off her fashion trends – colored hair, trendy nails and suddenly she is caught offguard when someone comments whether her yellow teeth is also a new fashion trend.

“As a brand, we have been investing more and more in understanding our consumers’ psychographics to create campaigns that are clutter-breaking, appeal to the youth and highlight our USP of problem-solution, ” said Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company in a company press release. Clearly, the brand does get it when it comes to appealing to the youth with its TVC.

But, the digital effort does not match with the campaign objective. On the digital front, the brand put up a few teasers prior to the TVC reveal.

The Himalaya Herbals Facebook and Twitter pages have no updates since April 30 when the TVCs were revealed.

[Update 13/5/2015] The brand has informed us about its dedicated Facebook page for Sparkling White toothpaste.  Content posted on the page follows a pattern with fun, informative facts about teeth and reasons to have sparkling white teeth. Given below are a few screenshots of the various content pieces:

Himalaya_sparkling_white_FB_postHimalaya_sparkling_white_FB_post1Himalaya_sparkling_white_FB_post2The two TVCs have been shared on this page as well, in between the regular content.

Consumer engagement missing on social media

This January, the brand had launched a massive two-month campaign called ‘My Lakshya’ marking its foray into the men’s grooming segment with its Himalaya For Him brand of face washes. The campaign acted as a platform to give wings to the dreams of the youth. A website and a digital film formed the core features of the campaign while the digital buzz also helped promote its new face wash. Read “How A Herbal Health Company Is Helping People Live their Dream Through ‘My Lakshya’“.

However, when it comes to its sparkling white toothpaste, Himalaya has not invested much on digital, despite having its target group there. The press statement says the company plans to build a mark in the whitening segment which is pegged at Rs 138 crore and is growing at 43 percent. And to make that possible, it cannot ignore social media. A few teasers and sharing the TVC on Facebook cannot make for an ambitious digital marketing campaign.

Himalaya could go for branded content if it wants to reach out to the youth, it could team up with new media companies like The Viral Fever, All India Bhakchod and the likes, for a funny web series weaved around yellow teeth, social embarrassment and the product. Alternately, it could rope in beauty and fashion bloggers to share about the product benefits to their follower base. Least of all, it could have some fan engagement activities on its social media properties.

Apparently, the campaign has been launched in a haste with no clear roadmap on digital. [Update: The brand is planning on a big digital campaign in the coming weeks.]