Pond’s is bringing back its iconic Googly Woogly Wooksh advertising platform, reviving one of the most memorable catchphrases in Indian advertising in a bid to connect with a new generation of consumers. The brand has reimagined the cultural icon with a fresh avatar, building on the enduring recall of the original campaign while introducing it to younger audiences.
The campaign draws on a new skincare proposition, positioning “Googly Woogly Wooksh” as a playful expression of skin that is so soft and bouncy that it can only be described by the phrase itself. By reviving a nostalgic advertising property that became embedded in popular culture, Pond’s is seeking to blend heritage with a contemporary skincare message.
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“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,” said, Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India.
The revival marks the launch of a major new campaign for POND’S Super Light Gel, the brand’s popular lightweight gel moisturizer. Formulated with a powerful blend of Pro-Ceramides, Hyaluronic Acid and GAP Aminos, the ultra-lightweight formula penetrates 40% better vs regular creams, locking in 72-hour hydration without a hint of stickiness. The result is skin that feels instantly fresh, glowing, and visibly bouncy.
At a time when beauty routines have become increasingly complicated, POND’S Super Light Gel offers a refreshingly simple promise—lightweight hydration that sinks into the skin quickly, making daily skincare an effortless joy.
Talking about the campaign, 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.”
The new campaign reintroduces the phrase through a contemporary lens, connecting with both audiences who fondly remember the original and younger consumers discovering it for the first time. Through a mix of films, POND’S aims to transform Googly Woogly Wooksh from a nostalgic memory into a modern expression of skin delight. Shot with the visual language of a premium streaming series rather than traditional advertising, the campaign blends youth, humour and nostalgia to create a story designed for today’s content-first audiences.
Credit list for POND’S PSLG Googly Woogly Wooksh (GWW) – Ogilvy
Leadership
- Hephzibah Pathak – WPP Creative CEO India & 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 – Sr Exec Creative Director & Creative Head-Beauty & Luxury (West)
- Siddhesh Telang – Group Creative Director
- Aditi Khokhani – Sr Creative Director
- Avril Torres – Creative Director
- Niraj Sahani – Associate Creative Director
- Arunima Kukreja – Copy supervisor
Account management
- Chitralekha Chetia – Associate President
- Simran Venessa Pradhan – Account Supervisor
- Vidhi Sanghvi – Sr 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 – Sr. Global Brand Manager
- Aakanksha Chande – Ast Brand Manager
Production house – Nirvana Films
Director – Prakash Varma
