Pond's body lotion is glad to be tying up with Vishesh Films and Fox Star Studios on the song Khamoshiyan which has created history by becoming the highest-ever streamed song on India's song streaming portals. Interestingly, much before its Video release the song audio has gained huge popularity solely on the strength of its great music.
Pond's body lotion feels that the romantic number that has got the nation humming is best fit for its campaign this winter since the song echoes the brand activation idea â€œpyaar ka izhaarâ€ . The song showcases the heartthrob Ali Fazal expressing his love for the newbie Sapna Pabbi.
Pond's body lotion is excited about the music and will be seen endorsing the title track along featuring Pabbi & Ali Fazal to drive home their campaign idea. Pond's body lotion will run a 360* media campaign spanning six weeks with extensive presence on TV, print, radio and cinema. This is the first time ever an association of this nature has been struck in Bollywood for a new star-cast film.
Srinandan Sundaram, Vice President - Marketing, Hindustan Unilever Ltd, says, â€œKhamoshiyan sure sounds like a song which is going to be a super-hit of 2014 - we are very excited about promoting itâ€. PBL is the 2nd largest body lotion in India, we are glad to do this exciting campaign to strengthen salience in season. Movies are the best reflection of popular culture - and as the 2nd largest body lotion in the country, we are glad that Ponds Body Lotion has built this connection with popular culture consistently."
Again, a first in Bollywood, the makers are launching the TVC of Pond's body lotion before the video of the song is officially launched by the music label, thereby turning the marketing campaign of the movie on its head.
Shikha Kapur, Chief Marketing Officer of Fox Star Studios says, "The title track of Khamoshiyan has created waves since the time it was released and has gone on to catch the imagination of the youth all over. Soulful to its core, the song is soft, evocative and has the warmth of a fresh new romance. The partnership with Pond's Body Lotion - from the prestigious brand of Hindustan Unilever, and the scale of it, is unprecedented for any new star-cast film in Bollywood. It's encouraging for us to know that a Hindustan Unilever has decided to associate one of their most iconic brands- Ponds, with our film, and put its might behind this track. It cements our confidence in the music of Khamoshiyan, and paves the way to set up the film as one to watch out for in the new year."