Palmolive unveils first campaign for body wash category

The campaign talks of ‘taking a moment to savour the feeling’

by e4m Staff
Published: Apr 29, 2024 1:14 PM | 2 min read

Palmolive

Palmolive, the personal care brand from Colgate-Palmolive India, has announced the launch of its first-ever mega campaign.

"Palmolive is a strategic & integral part of Colgate-Palmolive. We are the pioneers of the body wash category in India and it is important for us to reinforce in the consumer’s mind Palmolive’s natural, aromatic bathing experience. To do this, we felt there is a need to address the reality of our consumer’s life. Our target audience is always on-the-go, always rushed, always ON. Her busy daily routine offers her no moment to pause —however, indulging in the simple pleasure of a sensorial Palmolive shower can be just that! Through this campaign, we encourage our consumers to take a moment to slow down and savour the feeling, every day.” says Swati Rao Jeyakumar, Director - Oral Beauty & Personal Care Marketing at Colgate-Palmolive.

She adds, “Our body washes are curated with rich aromas that truly deliver superior and sensorial shower moments. We aim to position Palmolive as a premium, natural brand that offers an elevated bathing experience."

Juneston Mathana, Executive Creative Director at WPP@CP, commented, “If the brand has taken a stance to move beyond only functional benefits and redefine the category, then it’s only natural for the communication to do the same. The idea of a floating bathtub gently drifting above the hustle and bustle of the city didn’t just sound refreshing, but also exciting. It’s an image that will forever be inviting, like the magic carpet ride. And bringing this beautiful vision to life was the masterful Sachin Kotre and his team from Lensflare Films.”