The print campaign, supporting the TVC, compares Lakme's effectiveness against Lotus Safe Sunblock cream and L'Oreal's Synergie Sun control, based on tests conducted by the company's own research centre.
In the TVC, Lakme is positioned as the sunscreen made for Indian skin, with its tan protection index of 70. The campaign tagline compares Lakme as the "umbrella for Indian skins".
Ambience D'Arcy created the Lakme campaign, an initiative that is expected to draw a swift response from Laboratories Garnier, a division of L'Oreal India.
It is understood that FCB-Ulka Advertising is working on a new campaign for Synergie. The latter campaign is expected to focus on the dual benefits of Synergie - for protection against the sun and nourishment of the skin with its Vitamin E extract and sun protection factor of 15.
