Dabur India's latest campaign for Fem Bleach features brand ambassadors  Sonakshi Sinha and Poonam Sinha together in a TVC for the first time. The ad film created by Law & Kenneth goes on air in the first week of December and will run for six weeks.

The ad film targets the youth and highlights the use of natural ingredients in its product. It aims to communicate the brands message of 'long lasting healthy fairness’. The film has been directed by French director Didier Kerbrat.

Sonakshi is portrayed in a dream world where she is surrounded by everything pure and natural. The voice over says, “With the use of saffron and pearl, my skin has started glowing.” The voice over announces that new Fem Bleach contains pearl, saffron and milk.

Her mother then wakes Sonakshi up and says that saffron and pearls have done wonders to her skin. Sonakshi says, “Until now beauticians recommended saffron and milk, but now after using Fem Bleach, even mom says the same thing.”

On the new campaign, Sanjay Singhal, marketing head (skin care), Dabur India, said, “Fem has been the pioneer in bleach category in India for more than two decades providing healthy fairness, and now enjoys over 55 per cent share of the bleach market.

Sonakshi Sinha has been advocating the benefits of Fem Bleaches as the route to healthy and safe fairness for over two years now, and has successfully helped in getting more and more people to switch to Fem Bleaches.

Fem Bleaches today stand for giving healthy fairness through natural ingredients like saffron and pearls. It’s the first bleach that is dermatologically tested and widely accepted by experts. With this campaign, we are establishing Fem’s new range as being so natural and safe that even mom’s recommend it for their daughters beauty care needs.”

On the creative brief, Pulak Bhattacharya, AVP, client servicing, Law & Kenneth, said, “The client was planning to launch two new variants for Fem Bleach and so the creative brief was how we communicate the natural ingredient story to the consumers because bleach per se has a very negative connotation in the minds of the consumers.

We wanted to highlight the natural ingredients and also they wanted to bring alive the story of the mother and daughter through the TVC because the belief is that whatever the mother says is the best thing. The outlook is that a mother grooms her daughter and every girl has a lot of trust and faith in her mother. These were the points that we kept in mind while creating the TVC."

On using the mother-daughter duo, he said, "The best thing was having Sonakshi and her mother featuring in the TVC as it brings alive the relationship between a mother and a daughter in the real sense. Thus, the communication builds a strong connect with the audiences."