We want India’s teenage girls to know that we understand them: Shagun Seda, DDB Mudra
Seda, Executive Creative Director, DDB Mudra, shared her insights on how Clean & Clear as a brand has reached out to teenage consumers with its latest ad campaign
Clean & Clear’s ad campaign launched last month along with DDB Mudra ‘Unbottle Apna Swag’ prods teenage girls to celebrate their varied personalities and embrace them wholeheartedly.
The brand has conceptualised a creative limited edition foaming face wash bottles featuring teenage personalities like: Fun, Bakbak, Bindaas, Foodie and Pathak. The brand has created distinct and creative face wash bottles.
Shagun Seda, Executive Creative Director, DDB Mudra said, “We needed to find a powerful form of self-expression which would resonate with teens. And we believed Rap best brought alive our idea, injecting the brand with an attitude while leveraging its philosophy.
The ad campaign ‘Unbottle Apna Swag’ has been well integrated across all media platforms like TV, Digital, In-game (using Tik-Tok) and In-store advertising.
Exchange4media caught up with Shagun Seda, Executive Creative Director, DDB Mudra about the latest ad campaign.
Edited excerpts:
Brief and Insight
“Clean & Clear wanted to instil brand love and assert the brand’s teen credentials. During our conversations with teenagers, we understood that each of them has a facet or quirk to their personality which makes them who they are. That’s what we set out to celebrate with a limited edition range inspired by five popular teen personality types.”
Challenges of this campaign
“There are so many different brands that compete for attention from teenagers. We were also looking for a creative idea and expression that could showcase each personality type without turning them into clichés. Something that would really resonate with the teens. Lastly, how could content for each personality type be equally interesting for all our viewers?”
Integration of the ad campaign
“As a teen brand, we need to be wherever our audience is. Which means that we think of every campaign in idea-first, media-agnostic terms. For this campaign, we thought about Tik-Tok, Facebook, Instagram, YouTube, Display and e-commerce with as much depth and detail as we did with television. Each platform has been leveraged in ways that work specifically for it.”
On DDB Mudra’s stand digitally
“At DDB Mudra Group, we believe in building brands for a digitally enabled world. We see digital and other media as infrastructure for great ideas to flourish.”
Future Plans for DDB Mudra
“We believe it is an exciting time to build brands and businesses. We look forward to creating cultural and influential work in partnership with our clients.”
Social v/s Functional approach of a brand
“We do not believe that there is a choice to be made between communicating functional benefits and a brand’s point of view. How this is done depends on the brand’s opportunities, challenges and context.”
Message for young women consumers from this campaign
“We want India’s teenage girls to know that Clean & Clear understands them. Our products and campaigns will always be designed to help them express themselves.”
