Manjiri is the lead character in 'Yeh Ishq Hai' ('Love Does Exist'). Aired on India’s top youth channel, Star One, the programme reached 27.22m viewers every week for 21 episodes. In each episode, Manjiri opens her Pond’s diary and writes down her intimate thoughts and feelings. We made it her constant companion and best friend in the series. Every time she opens its pages to share feelings, our branding is clearly visible. In-show visibility is continued with the product placed on Manjiri’s own dressing table and at the salon where she regularly meets friends. Pond’s is also the title sponsor. We even took the diary outside the drama with a series of vignettes called 'Pond’s White Beauty Ishq ke funde' ('Love Tips'), which aired across the Star Network.

Before our campaign, brand health scores had been a concern. After the campaign: oExpertise scores jumped by 28% oRomance credentials soared by 27% oConsideration scores shot up by more than 100% oUnaided Sponsor recall for Pond’s during the show was 64% oIn-program Pond’s 'White Beauty' recall was 53% oAnd 73% of viewers saw Pond’s 'White Beauty' across all episodesWe had established a strong and credible connection between the brand and 'romance' for young Indian women.