Campaign India reports:
Pharmaceutical company Ultratech India has launched 18 Again, a vaginal rejuvenation and tightening gel. Curry-Nation has worked on the creatives for the launch campaign of the new product in the personal care space.
"If I sit with my family and watch a commercial created by Curry-Nation, I should not feel ashamed or embarrassed!" says Priti Nair, director, Curry-Nation, who's behind the campaign:
“This is a one-of-a-kind women-centric product, and the idea is to create a demand for such a product in the Indian market. Since the product is targetted towards concerns that are not usually talked about publicly, the challenges of creating a campaign for this is also higher. Since the
the product is primarily targeted at housewives with children, we wanted to create a film that is tasteful yet engaging.”
She has a point. Only a few months back, the whole country had been tch-tching about this:
Clearly, television viewing in India and notions of family viewing seem to be changing...