MUMBAI: Wavemaker, the media, content and technology agency of GroupM has created a quirky digital campaign for pharma major Lupin Ltd’s (Lupin) OTC arm Lupin Life featuring its new woman-care product, V-Bath. The campaign named #SahiBaat aims to build awareness among women around the usage of intimate hygiene wash and encourages them to openly discuss their concerns rather than being ‘shusssh’ about it.

Featuring vivacious Richa Chadha, the campaign video builds on the storyline of how even confident women avoid talking about intimate hygiene, do not give the issue any priority and end up compromising their own health.

Talking about the launch of V-Bath on digital media,Lupin Life head Anil Kaushal said, “We have reinvented V-Bath by making changes in the product based on new research and customer feedback, and are looking forward to re-introduce it in the market. It was imperative for us to get our first communication right and Wavemaker helped us develop this campaign based on an integrated content solution approach. The #SahiBaat campaign delivers our message and represents our product philosophy in the best possible way.”

Talking about the campaign conceptualisation, Wavemaker India chief content officer Karthik Nagarajan said, “When Lupin wanted to launch V-Bath, we did not look at it as just a product launch but a new category altogether. We recommended a digital-only launch as we thought it was the best way to generate buzz around an issue that has largely been taboo, while generating consideration for the brand. Extremely proud of our ‘Originals’ team which conceptualised the film and our partners. However, none of this would have been possible without a progressive client who was willing to walk the talk!”