Himalaya MEN: #HateThePimple
Turning a product problem into a reveal across an IPL season.
Context
A campaign from my years at WATConsult. Himalaya MEN wanted to launch its Pimple Clear Neem Face Wash during the IPL, the loudest and most expensive advertising window in Indian sport, on a limited digital budget.
Problem
Two problems at once. Standing out against multi-million-dollar celebrity ads, and breaking the hesitation men have about discussing acne or skincare at all.
Thinking
Take the problem the product solves and put it where nobody could miss it. Make people hate the pimple first, then reveal the solution. Curiosity does the work that budget usually buys.
Execution
For the first two matches, Royal Challengers Bangalore players wore caps and helmets carrying only the word "Pimple?", with no logo. An anonymous handle, @HateThePimple, ran live commentary, memes, and trolling aimed at the pimple. In the third match, the text on the gear was swapped for the Himalaya MEN logo, and the reveal rolled out across video and social. Fans were rewarded for cheering with the product, with the most creative winning meet-and-greets with the players.
Outcome
Over 1.7 crore digital views, more than 4,50,000 engaged users, and 21,000 hashtag interactions. The brand reached 86% awareness in its category and roughly doubled its market share through the cycle, alongside industry recognition and repeated features on ET Brand Equity's Weekly Cricket Index.