Hello Ping fam 👋
Some campaigns make you stop and think.
Some make you uncomfortable.
And then there are campaigns that do both - and leave you wondering: Was that the point…or the problem?
That’s exactly where Pond's’ latest campaign has landed.
The Idea: Turn Sun Damage Into Something You Can See
Conceptualised by Ogilvy Mumbai,
‘Sun Portraits’ was set in Phalodi, Rajasthan - one of India’s hottest regions.
The idea?
> Paint large portraits of local women on the exterior walls of their homes
> Let the harsh sun gradually damage these portraits
So over time, the walls visibly show what sun exposure does to skin - just more dramatically. Add to that: sunscreen sachet distribution AND a larger ambition to make Phalodi a “sun-protected district” It’s part installation, part awareness, part advertising.
The Reaction: “Brilliant” Meets “But Wait…”
On one side, the industry loved it: “Cannes-worthy”; “Creativity at its best”; “Beautiful and transformative”
On the other hand…questions started pouring in.
> Who is this actually for?
> The local community…or award juries and LinkedIn?
> Is this awareness…or aesthetic storytelling?
The Discomfort: Awareness Vs ‘Embarrassment’
One of the biggest concerns people mentioned is that women’s faces were painted publicly -
only to visibly deteriorate over time. In a region where practices like ghunghat exist, does this risk:
- Unwanted attention?
- Discomfort?
- Even embarrassment?
The campaign externalises an invisible issue - but does it also expose the subject in the process?
The Bigger Question: Context Mismatch?
More layers people pointed out: Messaging largely in English → but audience is rural
Sunscreen pricing → is it sustainable after free samples?
Targeting women → why not everyone exposed to the sun?
Which leads to a sharper question: Is the campaign solving for the community…or showcasing the community?
Ping’s POV
This isn’t the first time a campaign has walked this line.
Great insight.
Beautiful execution.
But slightly off when it comes to who it’s really built for. And that’s what makes this interesting - Because the campaign works and yet…it doesn’t sit comfortably. So here’s the real question: When a campaign creates impact - does it matter who the impact is actually for?
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