Veet has launched a campaign for its new Veet Pure range.

The campaign film, starring Sarah Ali Khan, celebrates women regardless of skin color, ethnicity, hair type and style. It was created by Havas Worldwide India.

Commenting on the launch, Dilen Gandhi, Regional Marketing Manager, South Asia – Health & Nutrition, Reckitt, said, “Veet is women’s preferred choice for superior, effective and easy-to-use hair removal solutions at home. We continue to monitor and ensure that we elevate our product offerings to meet the changing needs of our consumers. Our new and improved Veet Pure™ range with its carefully selected formula seeks to disrupt the consumer experience when using hair removal creams beyond reasonable doubt. To make sure we deliver on our promise, we tested the new product with Indian women to make sure we make their hair removal experience enjoyable.

Bobby Pawar, President and Chief Creative Officer of Havas Group India, said: “An exciting change in hair removal cream formulation is long overdue. For a generation that is always looking for the next big and new thing in all walks of life, it was about time someone came up with a messy product in the hair removal category. That’s when the Veet brand decided to sit down and take note of what consumers want, which led to this new formulation in the form of Veet Pure. To launch this new product that caters to all skin types, we conceptualized a film that draws parallels to how this new and improved formulation was indispensable in the category. What makes this communication even more meaningful and interesting is a popular face like Sara Ali Khan who gets the message across, while building brand awareness.

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