How Lupin promoted its female intimate care product V-Bath via content route

Lupin, a leading pharma brand, has launched the #SahiBaat content initiative for its newly launched female intimate wash product V-Bath.

#Sahibaat campaign, conceptualised by Wavemaker and POPxo, which has Bollywood actress Richa Chadda highlights the importance of intimate hygiene. It asks women to be more proactive when it comes to intimate hygiene instead of reactive whenever there’s a clinical problem.

Karthik Nagarajan

Karthik Nagarajan, Chief Content Officer, Wavemaker, said, “The campaign is unique because it spoke the lingo of the target audience and was a narrative built with a strong insight about Indian women. The TG related to the narrative and the tone of voice combined with conversation delivered by Richa made it a great package. The campaign stood out because it walked a different route, it interacted; it did not interrupt.”

Communication that is authentic, relevant and talk-able easily carries a brand message without sounding preachy. V-Bath decided to take the route of conversing rather than pushing through, with a “brand speak” communication.

According to Nagarajan, Richa has a specific tonality about pertinent and relevant issues of today. People value the stand she takes, her POV, and her message delivery. The brand rode on her popularity and the consideration she commands from potential consumers.

Speaking on the involvement in the campaign, Priyanka Gill, Founder and CEO, POPxo, said, “Team Wavemaker met with POPxo at a very nascent stage of this idea. The two partners then came together in a brilliant collaborative effort. Team POPxo was involved in the conceptualisation, scripting, finalisation of the star in the video and the complete production, execution and editing of the brand video.” 

The brand partnered with women-centric platforms POPxo and iDiva to have the right, relevant following, traffic and the conversation around the #Sahibaat campaign.

According to Nagarajan, while disseminating the message, it was important that the right social platforms were chosen, the right forums addressed that speak to the relevant TG, hence platforms that had the right and relevant following and traffic for V-Bath were considered. While the video rested on POPxo’s Facebook, YouTube and Instagram handles, iDiva was the other prominent partner that hosted the film and generates conversations around it.

“At POPxo, we are very selective when it comes to the brands we work with. It is very important for us that the brand’s and our ethos are in sync. Also, any kind of branded content we create is not very different from what we would organically do. We create content on themes women want to know about or can relate to and the product,” Gill said.

Apart from this, an army of macro, micro, college and nano influencers were used to promote the concept of #SahiBaat, which essentially translates into ‘Do the right thing - do right, choose right’. To drive more engagement, Richa hosted the content on her social handles and prodded her consumers to do the right thing, and propagated VBath as the right choice for intimate wash.

According to Nagarajan, the campaign has fared well. Views, engagement, comments and shares on the film have been heart-warming. The brand is being looked upon as one which is mindful and cognizant about a pertinent issue rather than just being about launching a product. The influencers who have picked up the film and started a chatter on vaginal health has really made a positive difference to the brand, rendering it a “thinking” brand imagery.

Lupin intends to move forward on the same route of delivering brand messaging through content for most of its OTC offerings. The content route is cost-effective yet heavily ROI-driven and delivers on performance matrix.