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ITC relaunches its iconic brand Charmis with Kajol
exchange4media.com - 13 Oct 2018

Conceptualised by Contract, the TV campaign captures the  values and essence of the brand - 'Achchaai Jo Chehre Par Nazar Aaye'

Charmis is a heritage face care brand  and enjoys consumer trust that has extended over eight decades. ITC has given  the iconic Charmis a fresh new look.

A new TV campaign that captures the  values and essence of the brand - 'Achchaai Jo Chehre Par Nazar Aaye' has been  rolled out to celebrate the goodness, painstakingly nurtured and instilled in  children by every mother. The campaign recognises and celebrates the lessons  best learnt from mothers - 'Maa ki Seekh' and how they guide children to make  the right choices as they navigate through the maze of life and respond to  challenges and conflicts thrown up each day.

Speaking about the campaign, Sameer  Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said,  "It is a moment of pride for us to reintroduce Charmis, a brand that has been  loved by consumers for over eight decades, in a fresh new look. We are excited  to introduce a great new sensorial with SPF 30 and above all with a delightful  new TV campaign. The brand presents the core thought in an engaging manner and  I must appreciate the great work done by the director, Ram and the entire  creative team at Contract."

The new TVC developed by the creative  team at Contract and film director Ram Madhvani of Equinox, showcase the  heartfelt moment of a young boy, who when faced with a dilemma, decides to  follow the value of goodness and the teachings learnt from his mother - brave  boys don't hit girls. Simple yet extremely effective and powerful, the TVC  narrative brings alive the brand's core thought that it is the goodness within  that glows on our faces. That glow is evident both on the face of the child as  well as the proud mother. 

Ram Madhvani, Director, further  stated, "I am delighted to have been chosen to work on the film. I found the  brand's concept - 'Achchaai jo chehre par nazar aaye', extremely unique and was  excited to make the film, simply because of the value systems that the brand  was speaking about. And of course, having Kajol as part of the film helped  elevate the entire conversation. Besides being a powerful performer, she also  stands for the values showcased in the film."

Kajol has stepped in as the brand  ambassador. She is a modern mother who does not shy away from speaking about  the active role she plays in her children's upbringing. Even off camera, she  embodies the characteristics of the Charmis Mom, who prides in motherhood and  plays a dominant role in shaping the value system and thought process of her  children.

Kajol shared her excitement on being  a part of the TVC and stated, "The Charmis film simply underlines a basic truth  that while goodness is about character, integrity, honesty, kindness, moral  courage, but above all, goodness is about how you treat other people. Being a  Charmis ambassador makes me feel good and trustworthy; both aspects being  important to me as a person and an artist."

The all-new Charmis deep nourishing  cold cream from ITC will be available in packs of 30ml, 58ml, 100ml and 175 ml  at INR 40, INR 70, INR 120 and INR 180 ml, respectively. With its unique blend of  Vitamin A, C & E, ITC Charmis combats winter, leaving skin radiantly  restored, naturally soft and resilient. And Charmis SPF 30 provides optimal  moisturisation for all year round usage.

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