Pears, the Hindustan Unilever soap brand, has launched 'Farak Clear Hai', a new television campaign that highlights the craftsmanship behind its iconic transparent amber soap bar.
Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the campaign takes viewers inside the manufacturing process, showcasing the pouring, moulding, cutting and quality inspection involved in creating the brand's signature glycerin-rich bar.
Abhinav Ravikumar, CMO - Personal Care, Hindustan Unilever Limited (HUL), said, “Pears has always been recognised for the transparency of its iconic bar. Behind that distinctive form lies a highly considered process, refined through generations of expertise. With the Factory Film, we wanted to make that process visible and allow consumers to see the care, precision and consistency behind every Pears bar. The film brings to life how our commitment to quality and craftsmanship has created a product that has helped make Pears an iconic, loved brand for over two centuries.”
Sarvesh Raikar, President - Creative, TBWA\Lintas, added, “The transparent amber bar has always been Pears’ most powerful and distinctive asset. Rather than simply telling consumers what makes it different, we wanted to take them to where that difference is created. By opening the doors to the factory, the film allows the product and its making to tell the story - turning transparency from a visual feature into the central creative idea. The difference has always been there; now consumers can see how it is made. Farak Clear Hai.”
Centred on the message that "Pears has nothing to hide", the campaign positions the soap's transparency as a reflection of the brand's commitment to honesty, quality and authenticity. Made with 98% pure plant-based glycerin, the transparent bar has remained Pears' defining feature for more than two centuries.
The campaign is being rolled out across television and the brand's digital platforms.
