by Suman Gupta
New Delhi, June, 2017: VLCC, a leader in beauty and wellness industry, has released a new television commercial themed around ‘Choona mat lagao’ for its Sun Care range of products, a category in which it is amongst the top players in the country. The commercial is conceptualized around the fact that ordinary sun screen lotions leave behind an unpleasant and unwanted white layer post application. This white film appears like ‘Choona’ (layer of lime) on the skin and is an eye-sore. The film highlights that VLCC’s sun care product range does not leave behind the white film on the face and saves the customer from embarrassment.
The film begins with a girl sitting with her boyfriend in the open and trying to take a selfie. When they look into the camera, both of them are shocked to see the ‘white layer’ of sunscreen or ‘choona’ on her face. Three young men enter the frame singing ‘Choona Kyon Laga Rahe Ho, Choona? ’The film then cuts to a guy sitting in a coffee shop reading a newspaper and waiting for his date to arrive. His face has an unpleasant white layer of sunscreen. The same three young men enter the frame singing ‘Choona Kyon Laga Rahe Ho, Choona?’ In the third frame, the film shows a girl stepping out of her home and starting her two-wheeler. Again the three young men approach her asking ‘Ready to go hona? But kyon so much choona?’The last frame shows a woman walking in the bright summer sun to whom the three young men call out, singing ‘Skin has so much chooooo’. To their surprise, the girl has no white layer on her face when she turns and sees them– for she has used a VLCC Suncare cream. The film ends with the message that one should not buy sun screens that leave a white layer on their skin and instead buy VLCC’s Sun Care range.
Speaking on the concept, Mr. Prashant Verma, Head- Marketing, VLCC Group said, “Traditionally, the suncare products across brands are known for the unpleasant white layer they create when applied on the skin. This uneven white layer deters consumers from using sun care products as a part of their regular daily skin care regimen. VLCC has done extensive technical research to create a high quality sun care range is not only paraben free, but also does not leave any white layer on the skin, while ensuring that the skin is nourished and protected. The new TVC has been conceptualized by our internal team and we are confident that this commercial will help us communicate our differentiated product offering to the customers.”
VLCC’s Sun Care range includes Hydrophobic Sun Screen Lotion SPF 50, Daily Protect Sun Screen Cream SPF 25, Skin Nourishing Sunscreen Lotion SPF 40, that can be chosen basis the extent of exposure to the sun.
You can watch the advertisement here: https://youtu.be/4YIjp7rEgk4
About VLCC Group : Founded by Mrs. Vandana Luthra as a beauty and slimming services centre in 1989, VLCC is today widely recognized for its comprehensive portfolio of beauty and wellness products and services and also enjoys a high level of consumer trust. The VLCC Group’s operations currently span 330 locations in over 150 cities and 14 countries across South Asia, South East Asia, the GCC Region and East Africa. This includes UAE, Saudi Arabia, Oman, Bahrain, Qatar, Kuwait, Kenya, India, Sri Lanka, Bangladesh, Nepal, Malaysia, Singapore and Thailand. VLCC:
- Manages one of the largest chains of Slimming, Beauty & Fitness centers across Asia;
- Runs one of Asia’s largest network of skill development institutes in Beauty & Nutrition;
- Manufactures in Switzerland and the GMP certified company owned plants in India and Singapore, a comprehensive range of over 250 skin-care, hair-care and body-care products as well as nutraceuticals and functional/ fortified foods under the VLCC Natural Sciences™, Skin MTX™, Bellewave™, Enavose™, VLCC Slimmer’s ™, VLCC Shape Up™, and SPECIFIX™ brands and sells them in over 20 countries worldwide