L&K Saatchi & Saatchi India creates Genelia’s skin age vs real age story for Olay Total Effects

Olay, P&G’s leading skin care/beauty care brand globally, has launched its new campaign for Total Effects with new mom Genelia Deshmukh. Created by L&K Saatchi & Saatchi India, this campaign aims to educate young women about the early signs of ageing.

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Speaking on the genesis of the campaign, Nikhil Ramesh, Brand Manager, P&G (Beauty care) said, “It is our ongoing endeavour to educate the Indian woman about her skin and provide for the best skin care solutions for her. To drive home the message of how Indian women are facing early signs of skin ageing, in a relatable and credible way for Olay Total Effects, we needed a hook that’s relevant to the consumer. That’s when L&K Saatchi & Saatchi came up the Skin Age vs Real Age campaign.”

Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi, said, “In testimonial formats, being genuine and credible is the biggest challenge. Having Genelia share her skin transformation story after motherhood, thanks to Olay, was just what was needed”. The film captures Genelia’s skin age being higher than her real age, due to post pregnancy and motherhood pressures till Olay Total Effects comes to her rescue and transforms her skin to its earlier youthful glow.

Priyanka Chatterjee, Vice President, L&K Saatchi & Saatchi added, “In India, conversations about skin age are starting to build. We want to help young women understand what the signs of skin ageing are and fight it with Olay.”

Credits –

Clients: Nikhil Ramesh, Kasturi Baral, Chandan Pansari, Kruti Desai