Pond’s has rolled out a campaign to mark the revival of its Super Light Gel, reimagining its iconic ‘Googly Woogly Woosh’ phrase from a nostalgic brand memory into a contemporary expression.

Conceptualised by Ogilvy, the campaign comprises an ad film.

Set in a boys’ hostel, the film opens with a student receiving a package without knowing who it belongs to. Intrigued, the other boys gather around and open it, only to discover Pond’s Super Light Gel inside. Curiosity soon takes over as one of them opens a jar and starts using the product, before the boys begin playfully applying it on each other. The moment unfolds to the familiar ‘Googly Woogly Woosh’ jingle playing in the background. Towards the end, a group of girls spots the boys using the product and reveals that the package was actually meant for them. Instead of getting annoyed, one of the girls tells the boys they can keep it because they look cute using it. She then pinches the protagonist’s cheeks as the ‘Googly Woogly Woosh’ jingle continues, bringing the film to a close.

What we think about it: The film taps into how beauty and skincare have become less gendered in recent years, with grooming increasingly positioned as a form of self-care rather than something reserved for women. By placing young men at the centre of a playful skincare moment, Pond’s gives ‘Googly Woogly Woosh’ a more inclusive, contemporary relevance while retaining the nostalgia and light-heartedness that made the original memorable.

Sunanda Khaitan, CMO, Beauty & Wellbeing, HUL, said, “Googly Woogly Wooksh is more than nostalgia; it is an emotion that has lived rent-free in India’s cultural memory for decades. Today's consumers are looking for efficacy without the heavy, greasy weight of traditional creams. By pairing our cult-favourite POND'S Super Light Gel with this iconic phrase, we are merging trusted hydration science with pure emotional joy. We aren't just reviving a tagline; we are redefining what soft, bouncy skin feels like for a whole new generation.”

Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India, added, “Googly Woogly Wooksh is not just one of the most endearing ideas in advertising; it’s Piyush’s legacy too. Reviving the idea was a big responsibility. ‘The Mix-up’ is a fresh take on this idea. It creates several firsts for brand Pond’s. From the unusual setup of a boys’ hostel to the delightful sight of young innocent boys discovering the joy of skincare, to introducing the new face of the brand in a surprising pivot—it gives the skincare story a fresh, young texture. Our Senior ECD Tanuja Bhat has worked closely with Prakash Varma to bring to life this film, and short micro dramas that will follow.”

CREDITS:

Client: Pond's

Agency: Ogilvy India

Ogilvy Leadership:

• Hephzibah Pathak - WPP Creative CEO India and executive chairperson
• Prem Narayan - group chief strategy officer
• Kainaz Karmakar - group chief creative officer 
• Harshad Rajadhyaksha - group chief creative officer
• Sukesh Nayak - group chief creative officer

Creatives:

• Tanuja Bhat - senior executive creative director and creative head-beauty and luxury (West)
• Siddhesh Telang - group creative director
• Aditi Khokhani - senior creative director
• Avril Torres - creative director
• Niraj Sahani - associate creative director
• Arunima Kukreja – copy supervisor

Account management:

• Chitralekha Chetia - associate president
• Khushboo Patil - client services director
• Simran Venessa Pradhan - account supervisor
• Vidhi Sanghvi - senior account executive

Planning:

• Abigail Dias - associate president
• Vinit Jani - vice president
• Sudakshin Shetty - planning director

Brand team:

• Sunanda Khaitan – CMO - B&W
• Bhavna Varma – global brand director
• Moushumi Daimari  - senior global brand manager
• Aakanksha Chande – assistant brand manager

Production house – Nirvana Films

Director - Prakash Varma