Clean & Clear Limited Edition
For Clean & Clear’s Limited Edition bottles, we gave teen personalities a voice—literally. The #UnbottleApnaSwag campaign introduced five bottles representing distinct teen vibes: Fun, Bakbak (talkative), Bindaas (carefree), Foodie, and Padhaku (nerd). To bring them to life, we created catchy rap anthems for each personality and sparked a TikTok movement, inspiring over 2.62 million user-generated videos. The hashtag challenge became one of India’s most successful branded campaigns in 2019, proving that self-expression—just like skincare—should be fun, bold, and unapologetically you.
1.96 Billion views
2.62 Million User Generated Videos
172 million likes/comments/shares
Over 10,400 followers gained on TikTok
#UnbottleApnaSwag became one of the most successful branded hashtag challenges in India in the year 2019.
TikTok UGC
In the news
- https://medium.com/@mindstormtq/the-remarkable-rise-of-tiktok-in-india-4116773aa802
- https://www.afaqs.com/news/advertising/55300_clean–clear-brings-in-swag-changes-its-packaging-to-appeal-to-teenagers
- https://www.exchange4media.com/advertising-news/clean-clear-launches-new-unbottle-apna-swag-campaign-94990.html
- https://www.adgully.com/clean-clear-marketing-campaign-unbottle-apna-swag-83850.html
- https://www.trendhunter.com/trends/apna-swag
- https://www.buzzincontent.com/story/j-j-single-s-clean-clear-face-wash-rides-on-tiktok-single-s-power-of-user-generated-content/
- https://www.livemint.com/opinion/columns/opinion-brands-cash-in-on-the-swag-factor-among-the-youth-1555549189415.html
- https://channelvmedia.com/blog/how-to-use-tiktok-for-your-business/
- https://www.whizsky.com/brands-riding-the-growing-hip-hop-wave-in-india/
The campaign was also adapted in the APAC region
Role: Senior Copywriter
Client: Johnson & Johnson India
Agency: DDB Mudra Group
NCD: Rahul Mathew
Creative Director: Shagun Seda, Kapil Tammal
Creative Team: Srividya Sankaran, Apoorva Sharma, David Vaz, Rasika Ladbe
Account Management: Nikita Tambey, Ankita Choudhary
Accounts Planning: Amit Kekre, Toru Jhaveri, Sanchari Chakrabarty, Nandan Majumdar
Director: Shirsha Guha Thakurta
Production Company: Oink Films