Abhyanga Snan Ritual for Family Bonds – Dabur | Clapboard Ad Archive

Floral Essence Shower Gels - Yardley | Clapboard Ad Archive — archive collection thumbnail

Floral Essence Shower Gels - Yardley | Clapboard Ad Archive

Yardley’s 2022 Floral Essence Shower Gels campaign, developed with Wunderman Thompson India, redefines the luxury bathing landscape for Indian women by channeling the brand’s renowned 250-year legacy in fine fragrances into a modern self-care ritual that fuses fragrant indulgence with personal empowerment. By positioning the new floral essence range as an everyday spa-like escape, Yardley leans on the potent sensorial allure of natural floral oils and exotic extracts to elevate showering from daily necessity to a moment of beauty-centered self-celebration—a message that rings through both the film-led creative and its integrated rollout across TV and digital platforms. This is not a problem-solution or literal demonstration exercise, but an evocation, visualizing the cleansing act as an immersive journey enveloped by waving petals, cascading blossoms, and radiant light—a creative approach that, in Clapboard’s 12-format taxonomy, sits squarely in FORMAT#9—Symbolize the Benefit: using heightened, stylized cues to conjure the product’s transformative effect rather than spelling it out. Through tactile imagery and aspirational language such as natural floral spa and rich and fragrant bathing experience, the campaign courts a new generation of consumers who seek authentic, effective care rooted in nature yet framed with sophistication, and deftly leverages Yardley’s heritage to underscore credibility while signalling relevance. The targets are young, modern Indian women for whom a shower gel is not an afterthought but a beauty staple, and Yardley’s narrative crafts a universe where wellness, fragrance, and confidence align, using hashtags like natural, floral, and spa to connect the brand with conversations already shaping beauty culture online—an earned relevance that feels intentional at every touchpoint. The film’s lush, stylized techniques complement the message, inspiring viewers to visualize the elevation of their own rituals, while the campaign’s focus on natural ingredients answers broader category trends towards transparency and ingredient-led storytelling. Clapboard rates this 60/100. As the beauty market continues to sharpen its focus on ritual, experience, and authenticity, Yardley’s approach signals the evolution from functional to emotional benefit as the true differentiator in the personal care space.

I Live the London Look Singapore - Rimmel | Clapboard Ad Archive — archive collection thumbnail

I Live the London Look Singapore - Rimmel | Clapboard Ad Archive

Rimmel London’s I Live the London Look Singapore campaign, launched in 2018 by XS Multimedia, expertly bridges the gap between the iconic London fashion ethos and Singapore’s vibrant, trend-savvy beauty market, positioning the brand as an accessible conduit for youthful, confident self-expression through makeup. This campaign strategically harnesses the appeal of four of Singapore’s most influential social media personalities to personify the edgy, urban aesthetic that Rimmel champions, embedding the brand within the lived experiences and aspirations of a digitally native audience. By focusing on FORMAT#10—Associated User Imagery—XS Multimedia moves beyond traditional product demonstrations or narrative storytelling to instead showcase relatable yet aspirational figures who embody the London Look, encouraging consumers to see themselves reflected in these style icons and thus fostering a deeper brand connection. This approach respects the nuanced beauty culture of Singapore by localizing a global fashion narrative, creating a seamless cultural dialogue that amplifies Rimmel’s cosmopolitan identity while maintaining relevance to regional consumers. The campaign’s deployment across digital and film media formats capitalizes on the visual storytelling strengths of both, reaching a broad spectrum of young, style-conscious consumers through channels where influencer credibility carries significant weight. Through six distinct media assets, the campaign delivers a cohesive yet dynamic representation of Rimmel’s product versatility and lifestyle positioning, underscoring the brand’s promise of confidence and individuality rooted in contemporary urban beauty trends. XS Multimedia’s integration of influencer marketing with high-impact creative execution demonstrates a refined understanding of how global beauty brands must adapt their narratives for local markets without diluting core brand values. This campaign earns 49/100 in Clapboard’s global creative archive. I Live the London Look Singapore matters to the beauty industry because it exemplifies how brands can successfully translate iconic cultural style into localized influencer-driven campaigns that resonate authentically with digitally engaged consumers, signaling a shift toward more personalized and culturally attuned beauty marketing strategies.

#StopTheBeautyTest - Dove | Clapboard Ad Archive — archive collection thumbnail

#StopTheBeautyTest - Dove | Clapboard Ad Archive

Dove’s #StopTheBeautyTest campaign, launched in India in 2021 with creative from Ogilvy, presents a decisive intervention in the beauty category by recasting the culturally specific pressures facing Indian women as a metaphorical “test” to which they are unfairly subjected. Rather than relying on dramatized literal scenarios, the campaign’s creative strategy employs what Clapboard’s taxonomy classifies as FORMAT#3—Symbolize the Problem, translating the abstract social practice of judging women against narrow ideals into a tangible concept that audiences immediately recognize yet have rarely seen so clearly exposed. The central film asks a pointed, culturally resonant question—how much beauty is enough—inviting viewers to interrogate the invisible benchmarks that underpin routine discrimination, especially in contexts such as marriage, career, and everyday socialization. Through the rallying call to take the pledge and the recurring motif of beauty as something that does not require filters, Dove overtly positions itself as a challenger brand within a market still dominated by aspirational, perfection-driven competitors, but does so with a tone of empathy and inclusion that strengthens its longstanding proposition as the advocate for real, diverse beauty. The campaign’s direct engagement with Indian norms cuts to the core of the consumer experience, creating a platform for community dialogue and digital mobilization via the #StopTheBeautyTest hashtag, while also functioning as a critique of entrenched judgements that transcend category boundaries and touch on public interest concerns. The widespread digital dissemination, including a YouTube view count comfortably exceeding 300,000, evidences a receptive and engaged audience, affirming Dove’s relevance to younger, urban Indian consumers who increasingly demand representation and authenticity from their beauty brands. By aligning itself against the reductive scoring of appearance, Dove stakes its leadership in the inclusive beauty movement, contrasting sharply with competitors like L'Oréal Paris, Lakmé, and Nivea, whose market positioning continues to depend on aspirational imagery or heritage-driven claims. The decision to frame the issue as a symbolic ‘test’ rather than a didactic lecture allows the campaign to challenge embedded prejudices subtly yet convincingly, advancing both conversation and action within society at large. The campaign earns 71/100 in Clapboard’s global creative archive. This work matters because it demonstrates that a beauty brand can catalyze profound cultural reckoning not by selling transformation, but by questioning the terms on which transformation is demanded.

Power of Glow - Lux | Clapboard Ad Archive — archive collection thumbnail

Power of Glow - Lux | Clapboard Ad Archive

Power of Glow from Lux, developed in Year: 2021 by Wunderman Thompson South Asia, sustains the brand’s formidable legacy as Unilever’s flagship beauty soap by training its creative focus on the magnetic appeal of Anushka Sharma and Virat Kohli, two of India’s most influential public figures, to frame its long-running Chand Sa Roshan Chehra platform for a new generation. Continuing a strategic arc that spans decades in the Indian market, the campaign places skin glow at the heart of cultural aspiration—not just as a cosmetic ideal but as an emblem of confidence and personal radiance that parallels the everyday glamour of celebrity life. Sitting squarely in what Clapboard’s taxonomy classifies as FORMAT#8—Ongoing Characters or Celebrities, the work eschews narrative tension or procedural storytelling, instead reinforcing brand recall and aspiration through the effortless, lived-in chemistry of its celebrity ambassadors. By bringing audiences an intimate window into the at-home glamour of Anushka and Virat—icons who straddle both the entertainment and sports worlds—Lux harnesses the star power historically reserved for cinema to energize its beauty credentials and heighten relevance among a youthful, pan-Indian audience. The creative strategy extends further by localizing campaign resonance through the adaptation of regionally iconic songs, weaving staples of Bengali, Kannada, and Tamil pop culture into the soundtrack and thus embedding Lux’s sheen within diverse community narratives without compromising the universal draw of sophisticated beauty. Complemented by high-gloss visuals and unmistakable cues of elegance, the single film assets the global stature of Lux while maintaining an accessible authenticity, tying flawless skin glow to both self-assurance and social magnetism. This approach maintains clear distance from segment competitors—where Dove’s real-beauty minimalism, Pears’ milder heritage, Santoor’s tradition-forward naturalism, and Fiama’s effervescent indulgence each target discrete consumer mindsets—by decisively owning the intersection of modern stardom, aspirational lifestyle, and Indian pop tradition. The campaign leverages Wunderman Thompson’s expertise in balancing mass appeal with cultural specificity, embodying a mainstream yet modern ethos that keeps Lux at the pinnacle of beauty advertising even as the market diversifies. The campaign earns 61/100 in Clapboard’s global creative archive. Lux’s Power of Glow signals a return to unambiguous glamour in the Indian beauty vertical, reminding the industry of the enduring value in fusing celebrity capital with culturally tuned storytelling.

Campaign Proposition

The Dabur ‘Abhyanga Snan’ campaign leverages the deep-rooted cultural tradition of a cleansing bath ritual performed before Diwali to position Dabur Almond Hair Oil as a product that harmonizes heritage with personal care. By showcasing a tender moment between a mother and child engaging in this ritual, the campaign emphasizes familial bonds and the transmission of timeless wellness practices, reinforcing Dabur’s promise of natural, nurturing care that supports holistic beauty and health. The campaign’s market strategy hinges on tapping into consumers’ emotional connection with cultural rituals and family values, particularly during a significant festival period. It adopts a narrative approach through film media, using storytelling that highlights authenticity and tradition rather than overt product promotion. This subtle integration appeals to a primarily Indian audience familiar with the Abhyanga Snan practice, effectively marrying cultural pride with the brand’s identity in the beauty and wellness sector. The choice of a visually evocative, emotionally resonant narrative aligns with broader trends where consumers increasingly seek brands that respect heritage while addressing everyday health and beauty needs. By reinforcing the product’s association with pure, time-honored rituals and the intimate care of loved ones, the campaign aims to deepen brand relevance and trust within its target market.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This Dabur Almond Hair Oil campaign centers on the traditional Abhyanga Snan ritual, focusing on a loving mother–child duo celebrating familial bonds and heritage before Diwali. Rather than dramatizing a problem or conflict, the narrative gently immerses viewers in a relatable, aspirational scene—the kind of wholesome family intimacy and tradition the target audience admires and wishes to emulate. Product benefits are implied within the immersive depiction of ritual and everyday beauty, not overtly demonstrated or solved. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Himalaya – Market Positioning Himalaya positions itself as a trusted, science-backed herbal brand that combines Ayurveda with modern research. It emphasizes natural ingredients for health and beauty solutions, targeting consumers seeking safe, effective, and affordable personal care products with a strong focus on wellness and holistic living.

Patanjali Ayurved – Market Positioning Patanjali leverages its strong Ayurveda heritage and nationalist sentiment, offering a wide range of beauty and health products that are natural, organic, and value-for-money. Its strategic angle is affordability combined with an emphasis on indigenous, traditional Indian wellness practices to tap into mass consumer trust.

VLCC – Market Positioning VLCC markets itself as a premium beauty and wellness brand integrating advanced skincare technology with Ayurveda. It focuses on professional-grade beauty solutions, wellness services, and personalized care, catering to urban consumers seeking holistic and scientifically validated beauty enhancements.

Biotique – Market Positioning Biotique differentiates itself as an organic and eco-friendly beauty brand rooted in Ayurveda. It appeals to environmentally conscious consumers by offering 100% botanical, cruelty-free products with contemporary packaging, blending natural authenticity with modern aesthetics to attract millennial and Gen Z shoppers.

Forest Essentials – Market Positioning Forest Essentials occupies the luxury Ayurvedic beauty segment, combining traditional Indian wellness rituals with premium, handcrafted ingredients. It targets affluent consumers looking for authentic, high-end skincare products that embody heritage, purity, and exclusivity with a modern luxury experience.