Mumbai: Himalaya Wellness, a leading FMCG wellness brand, has recently made a return to the Women's T20 League, this time with a unique and engaging campaign titled #TakeMySPOT which goes beyond basic product promotion / integration, celebrating women in sports and resonating with audiences through humour and engaging storytelling.
The campaign serves as a rallying cry, urging individuals to challenge the status quo and create space for themselves and others in every sphere of life. It encourages people to embrace their uniqueness and stand tall in a world that often seeks to confine them within predefined roles and expectations.
#TakeMySPOT cleverly used the concept of "spot" with a playful twist. The teaser phase, launched during the first RCB match, saw players sporting #TakeMySPOT on their caps, leaving viewers curious while sparking social conversations. A video featuring RCB star cricketers Smriti Mandhana, Richa Ghosh, and Shreyanka Patil alongside content creator Danish Sait who added a layer of humour into the video with his witty take on the "spot" theme kept the audience guessing. This effectively amplified the campaign's message making the teaser hashtag #TakeMySpot trend no1 on Twitter during RCB’s first match. To build further excitement, the brand utilized a 360-degree strategy across radio, social media, outdoor advertising, and YouTube.
Indiantelevision.com reached out to Himalaya Wellness Company’s business director Rajesh Krishnamurthy, who shed light on the overall campaign and how the brand has taken a shift from traditional sponsorships to creating narratives that connect with audiences emotionally.
Edited excerpts
On the inspiration behind Himalaya Wellness's decision to return to the Women's T20 League with the #TakeMySPOT campaign
The inspiration behind Himalaya Wellness's decision to return to the Women's T20 League with the #TakeMySPOT campaign stems from the resounding success of our previous collaboration with Royal Challengers Bangalore (RCB). Last year's "#NotFair" campaign with RCB achieved remarkable brand awareness and sparked positive conversations about inclusivity, aligning perfectly with Himalaya's commitment to celebrating women in sports and promoting beauty and wellness. Building on this momentum, we recognized the strategic opportunity to continue leveraging our partnership with RCB for the second season. Our decision to return to the Women's T20 League with the #TakeMySPOT campaign is driven by our desire to replicate the prior season's positive brand impact and further build upon our association with RCB. By promoting our latest product, the Himalaya Dark Spot Clearing Turmeric Face Wash, through this campaign, we aim to continue supporting and acknowledging the well-deserved SPOT of women in sports.
On this campaign aiming to celebrate and empower women in sports
The #TakeMySPOT campaign aims to celebrate and empower women in sports in several ways. Firstly, by partnering with the Women's T20 League and featuring prominent female cricketers from RCB, the campaign highlights the talent and achievements of women in cricket, showcasing their capabilities on a significant platform. Through the #TakeMySPOT campaign, our focus has been to celebrate women in sports and acknowledge their well-deserved place on the field, while launching our latest Himalaya Turmeric Dark Spot Clearing Face Wash and Face Care Range. Continuing the association also allowed us to keep driving relevant discussions around women’s spot in sports. Additionally, the Women's T20 League embodies empowerment, inclusivity, and diversity in cricket, values that resonate with Himalaya's brand narrative, further reinforcing the campaign's message of celebrating women in sports. Moreover, the campaign leverages the significant online viewership and popularity of the Women's T20 League to reach a diverse demographic of cricket fans in India, including sports enthusiasts. Through collaborations with RCB and the BCCI's efforts in equalizing the sport and supporting the Women's T20 League, the campaign promotes gender equality and empowers women by providing them with equal opportunities and recognition in sports. Also, as the campaign prominently features renowned female cricketers from the Royal Challengers Bangalore (RCB) team, it not only supports these athletes in their journey but also serves as an inspiration for young women looking to pursue their passions in sports.
On the role of humour and storytelling resonating with the campaign's target audience
Humour and storytelling play crucial roles in resonating with the campaign's target audience by adding depth and relatability to the messaging. The campaign's central message emphasizes the hard work and determination of every player to earn their spot on the team, highlighting their efforts to challenge societal norms in the field of sports. To add a playful twist to the narrative, we partnered with content creator Danish, who brings an element of wit to the film. By incorporating humour into the storytelling, the campaign effectively captures the audience's attention and makes the message more engaging and memorable. Moreover, as I mentioned earlier, the quirky correlation between the efforts of women cricketers to secure their spot on the field and Himalaya's efforts to eliminate tough spots on the face using the new Himalaya Dark Spot Clearing Turmeric Face Wash is cleverly woven into the storytelling. This connection not only resonates with the audience but also aligns with Himalaya's core values. The execution of the #TakeMySPOT campaign was actioned in two phases, Teaser and Reveal, further enhances the storytelling aspect. The teaser campaign ignited user interest and stimulated online discussions during RCB's opening match. The reveal phase of the campaign effectively answered the curiosity generated and the anticipation that was built among the audience during the teaser phase. This strategic approach to storytelling ensures maximum engagement and impact, ultimately driving the success of the campaign.
On some challenges faced in conceptualizing and executing this campaign, particularly considering the sensitive nature of gender representation in advertising
Advertising with gender representation can be sensitive but when done in alignment with the brand’s core values can become an advantage. Through this campaign, Himalaya aims to cultivate a supportive environment where female athletes can flourish and serve as inspirations to others. This reflects the brand's values and contributes to building an encouraging society. By intertwining these themes with a quirky promotion of the product, we reinforced our commitment to driving social change through an engaging delivery. In this creative, Humor & quirkiness served as a powerful tool for engaging consumers across age groups while still communicating the main message. This holistic approach not only promotes Himalaya's brand values but also contributes to creating a supportive and empowering space for female athletes to thrive and inspire others.
On any plans to extend the #TakeMySPOT campaign beyond the Women's T20 League
Beyond cricket, Himalaya's collaboration with the GoEqual Premier League expands our commitment to women's empowerment. The collaboration aims to promote the celebration of women's rightful place in sports, advocating for equality and breaking away from gender stereotypes. This partnership delves deeper into the community level, focusing on grassroots football programs that nurture participation and inclusivity. Here, our key objectives go beyond the playing field. We aim to invest in the future by supporting infrastructure development and skill-building initiatives for young female footballers. The GoEqual Premier League itself dismantles gender stereotypes by providing a platform where girls are valued for their abilities, not limited by outdated expectations. This collaboration is more focused on creating pathways for talented young women to succeed in life.
By engaging with local communities, schools, youth organizations, and professional teams through the GoEqual Premier League, we aim to strengthen our social impact and reinforce our overall commitment to inclusivity. This partnership aligns perfectly with our broader goals of promoting empowerment of women. Moreover, by connecting with a new audience passionate about women's football, we’re expanding our brand reach and further solidifying our identity as a champion for positive social change.
