5 days ago
Himalaya speaks Gen Alpha's language without trying to be them
Himalaya Neem Face Wash, a staple in the skincare routines of young consumers across the region, is shifting gears in its latest campaign to speak more directly to Generation Alpha. The focus this time is less on product function and more on tone, language and relevance to a generation growing up fully immersed in digital platforms.
'This is a generation that has been raised as 'screenagers',' said Fatina Dababneh, General Manager – Marketing at Himalaya. 'They are far more connected, more self-aware and definitely more visually driven than those before them. We needed to cut through all that social noise, yet be relevant. The creative direction taken by the team at Amber really helped us break barriers and transcend the generational gap.'
Created by Amber Communications, the campaign uses short-form films to frame the brand's message in everyday Gen Alpha scenarios. Each video features young girls engaged in popular activities like gaming, vlogging or sitting in strange positions, before focusing in on a breakout on their faces. A slightly out-of-touch narrator narrates each situation, stumbling over slang, references and generation alpha behaviour before anchoring the story – on the appearance of the zit – with the line: 'We know pimples'.
'Himalaya has been in the game for more than three decades,' said Leslie Paul, Executive Creative Director at Amber Communications. 'So, who better to claim the fact that there is no one out there who knows pimples the way they do. We wanted the brand to speak in a Gen Alpha language, without trying to be them. We leaned into a narrative that was non-preachy, and had no outdated metaphors or lectures. We made a connection that didn't come from mimicry, but rather from a place of confidence in what we know and respect for who we were talking to.'
The campaign's creative tone is deliberately understated, using humour and familiarity rather than a heavy-handed sales message. Spot titles like 'The GOAT of pimple-free skin is here for the win!' and 'Now unboxing: Main Character Energy!' reflect this light-touch approach.
According to the brand team, the campaign was designed to acknowledge Gen Alpha's preferences and communication style without forcing the brand into unfamiliar territory. 'With this campaign, we showed that Himalaya Neem Face Wash isn't just a heritage product,' said the team. 'It's a Gen Alpha ally. Because when it comes to pimples, nobody knows them like Himalaya Purifying Neem Face Wash does.'
By shifting the focus to tone and cultural awareness, the campaign aims to maintain the brand's presence among new skincare users without overplaying its legacy or talking down to its audience.
Credits
Client: Himalaya
General Manager, Marketing: Fatina Dababneh
Category Marketing Lead: Sudipto Ghosh
Agency: Amber Communications
Executive Creative Director: Leslie Paul
Senior Copywriter: Neha Sathe
Senior Art Director: Wilson Philipose
Agency Producer: Drona Anthony
Director, Brand Services: Nicholas Sequeira
Associate Director, Brand Services: Jinal Gadhia
Social Media Lead: Navitha Matthew
Production House: Company Films
Director: Ekta Saran
DOP: Tom Weir
Executive Producer: Rajeev Thottipully
Senior Producer: Kayla Fu
