Philips India, in its most recent campaign #TenOnTenYou, puts the limelight on the continuous battle of being judged by society and attempts to enable millennials to shape their true self to the best of their ability. Promoting its male grooming brand ambassador, Virat Kohli, the campaign features its latest innovative solution for a personalized experience, the BT3000 series.
Vidyut Kaul, head, of Personal Health, Philips Indian subcontinent, said that since they engage with consumers every week, they had been noticing that the younger generation is experiencing pressure like never before. They continuously live in the fear of being judged and lack confidence. No matter what we do the world will always be judging us. He said that even Virat Kohli faces the same pressure. So they wanted to tell the youngsters to believe in themselves because they are the best judges of themselves. As Philips, also don’t want to tell you what we should do. Instead, it wants to provide products, solutions and services that will enable them to be who they want to be.
The campaign shows a quick look at Kohli’s life starting from the stadium to his home. It shows how people are constantly judging him, shown through the resemblance of holding up various scorecards. The film simultaneously puts into focus Philips BT3000’s product offering of Power Adapt Sensor which adjusts according to a person’s beard thickness. The film comes to an end with the message that the only score that matters is the one you give yourself.
The campaign was set in motion during the IPL on Disney+Hotstar. It will also appear on TV, outdoor, on YouTube and on social media influencer engagement.
Kaul wishes to build the #TenOnTenYou campaign into a trend. As part of that, Philips is also welcoming other brands to be a part of this movement to help the youngsters become more confident and happy in their skin. It is building content – stories, guides, grooming tips, etc.
He added that any movement is successful only when individuals see it happening around them and relate to it. They had to get this campaign’s legs and feet into broader conversations with youngsters. So they are looking for stories of youngsters across the country who overcame challenges right through their life. They believe these relatable stories will make a difference,