ITV

Category: Ad Campaigns

  • XYXX launches new campaign with KL Rahul

    XYXX launches new campaign with KL Rahul

    Mumbai: XYXX, India’s Premium men’s lifestyle label, launches Ultimate Undie-pendence, a new innovative campaign featuring brand ambassador and investor, KL Rahul highlighting a pervasive issue that has long been overlooked: men’s enduring discomfort with conventional cotton underwear, which has been normalized as a way of life.

    Conceptualised by Talented and produced by First December Films, the campaign portrays a dystopian world where men are physically shackled by their underwear, struggling with basic tasks due to perpetual discomfort.

    The campaign opens with KL Rahul looking perplexed at this world where men are going about their day in discomfort and are struggling at every step – be it riding a bike, lifting weights at the gym, or even being able to work. Once KL acknowledges the problem, he immediately orders XYXX TENCEL™ Modal Micro-made underwear for all so they can experience “Undie-pendence,”. We can see men grooving and rejoicing in their newfound ‘Azaadi’ from discomfort. Backed by a soundtrack produced by Varkey exclusively for the campaign, the brand film calls is a call for Undie-pendence, a compelling term Team Talented has playfully coined to describe a state of liberation and freedom from discomfort caused by your innerwear.

    The campaign emphasizes the transformative impact and importance of comfortable underwear on one’s daily experience. XYXX TENCEL™ Modal Micro-made underwear is the last word in comfort, enhanced with AirMax, 4-way Stretch and CloudSoft. Re-emphasizing that the superlative comfort a man will experience in his XYXX TENCEL™ Modal Micro-made underwear will ensure he makes the switch and truly feels the underwear upgrade.

    XYXX’s initiative aims to spark conversation and shift perceptions, urging men to explore new-age, superior TENCEL™ Modal Micro-made underwear over traditional cotton. By showcasing the stark contrast between the constrained world of traditional underwear and the freedom XYXX TENCEL™ Modal Micro-made underwear offers, the campaign prompts men to make the switch. XYXX encourages men to leap by offering trials and samples, facilitating the transition to a more comfortable lifestyle. Through this campaign, XYXX strives to solve a prevalent yet overlooked problem, enhancing men’s everyday comfort and well-being.

    Commenting on the new brand film, XYXX chief of brand & culture Petal Gangurde said, “Your choice of underwear pretty much sets the tone for your entire day. It is a pity that most men in India even today continue to wear ill-fitting, uncomfortable basic cotton underwear.

    We had to make men sit up and take notice of how their current underwear makes them feel – stuck and shackled and that led us to this incredibly rich space of ‘Undie-pendence’. The one constant consumer feedback we have received over the years is that once someone wore an XYXX TENCEL™ Modal Micro-made underwear, they were never going back to their previous brand and with this campaign we want men to break free from  We want every man to experience that superlative difference and to truly feel unparalleled comfort and undie-pendence.

    “The idea of externalizing comfort started as a joke. No one has imagined underwear as cufflinks ever before. Not even in the weirdest parts of the internet! What started with us taking photos of underwear-tied hands from different angles to seeing it take shape on an artboard, to finally seeing hundreds of actors sport it on screen, it has been an exciting journey. This sci-fi underwear musical is an example of how the smallest thought starters reach impossible creative lengths!” – Talented creatives Devargh Mukherjee and Sohan Ray.

    “Bringing alive the feeling of relief from uncomfortable underwear had to be as exciting as externalising it with underwear cuffs. So we imagined a Nolan-esque dystopian sequence where thousands of underwear get pulled away from their hands, get sucked into the sky, and a gazillion XYXX packs rain right into their palms,” said First December Films director Shiv Parameswaran, The campaign extends beyond the film, integrating innovative outdoor ads leveraging OOH through buses and trains and on-ground activations fostering impactful extensions and engagement in a receptive environment. This will be further amplified through a pan-India BTL activation that reinforces its commitment to diverse demographics, ensuring broad visibility.

    XYXX’s latest campaign marks a groundbreaking stride in revolutionizing innerwear advertising. By shifting away from tired stereotypes and showcasing the relatable experiences of everyday individuals, XYXX invites consumers to reconsider their choice of innerwear. With a focus on comfort, quality, and style, XYXX’s innovative approach encourages people to make the switch to superior innerwear, providing a tangible u

    pgrade to their daily lives.

    Featured in this campaign, XYXX announces the addition of its cool, new Volt collection to best sellers in TENCEL Modal Micro like Illuminati, Urbane, Flux and Dualist among others. 

  • Celebrate Akshaya Tritiya in style with BlueStone’s #FeelingGolden campaign

    Celebrate Akshaya Tritiya in style with BlueStone’s #FeelingGolden campaign

    Mumbai: As Akshaya Tritiya approaches and you start compiling your wishlist, let BlueStone’s jewellery be your ultimate indulgence. The brand invites viewers to explore its design-led gold collections with a social media campaign, #FeelingGolden, offering a refreshing and stylish departure from traditional gold pieces. Crafted in pure 18kt and 22kt gold and adorned with diamonds, these exquisite designs strike a balance between style and abundance.

    If you’re drawn to avant-garde aesthetics and innovative design, refer to BlueStone’s Sheer collection. Elevating traditional latticework to new heights of contemporary chic, these pieces redefine the boundaries of jewellery design. Crafted with 3D printing techniques, Sheer’s dynamic designs exude an air of modern style and artistic expression. Our latest launch, aptly named Sheer Style, is a sequel to the Sheer collection. Elevating the intricate 3D printed latticework to new heights, Sheer Style incorporates dazzling diamonds, making it the preferred choice for the occasion. Inspired by modern architecture, Sheer Style features more dramatic silhouettes, adding an extra layer of intrigue and sophistication to your ensemble.

    If you desire to stand out from the crowd and captivate attention, look no further than BlueStone’s Fluo collection. Inspired by the dripping effect created by molten gold, these pieces exude an appealing allure, perfect for making a bold statement. Whether you’re attending a glamorous soirée or simply want to elevate your everyday look, Fluo offers a versatile range of designs that effortlessly transition from day to night.

    The Beatrice collection, with its artistic organic shapes featuring satin finishes, is a masterpiece of editorial finesse. Designed for the discerning tastemaker who appreciates refined elegance, Beatrice exudes an allure that transcends the confines of fashion. Understated yet unmissable, this is one investment that promises enduring style.

    The Sabbia collection, inspired by the tranquil beauty of sand dunes, captures the gentle undulations with its delicate ripple effect. As Akshaya Tritiya signifies the onset of new beginnings and eternal prosperity, this gold collection adorned with diamonds serves as a poignant reflection of this sentiment. Its harmonious blend of matte and polished gold embodies the duality of life’s experiences – the subdued matte finish represents resilience in the face of challenges, while the lustrous polished gold symbolises the promise of brighter days ahead.

    “Across India, Akshaya Tritiya is considered an auspicious occasion to buy gold, a symbol of the richness of our culture. We at BlueStone are constantly striving to offer contemporary ways in which one can embrace the importance of the occasion, yet be able to indulge in one’s preference for modern and trendy designs,” said BlueStone chief merchandising officer  Vipin Sharma.

    Celebrate this Akshaya Tritiya with luminous gold, modern styles and BlueStone. 

  • Piramal Pharma Ltd (PPL) launches new campaign for ‘Polycrol’

    Piramal Pharma Ltd (PPL) launches new campaign for ‘Polycrol’

    Mumbai: Piramal Pharma Ltd’s consumer products division (CPD) announced the launch of its new digital campaign for ‘Polycrol,’ its trusted antacid brand, featuring actor, Jisshu Sengupta as the brand ambassador. This collaboration marks a significant milestone in Polycrol’s journey to redefine the narrative surrounding digestive wellness.

    With a rich legacy spanning over four decades, Polycrol has earned the trust and confidence of millions, establishing itself as the go-to solution for those seeking quick and long lasting relief from acidity. Available in a mint and orange flavor, Polycrol is one of India’s leading liquid antacid brands, and is amongst the top 3 in Eastern India, including West Bengal, Assam and Odisha. It is also available in chewable tablets form.

    The campaign’s central narrative revolves around a relatable scenario featuring Jisshu Sengupta as a corporate professional constantly prioritizing work over meals, leading to an inevitable encounter with acidity during a crucial presentation. In an era marked by fast-paced lifestyles and erratic eating habits, the campaign emphasizes the brand’s reliability and effectiveness in providing timely relief, highlighting its role as a trusted companion in moments of need. Its high action formula starts action in 10 seconds and its highest ANP (Acid Neutralizing Potential) keeps a person relieved for long period of time.

    Commenting on this collaboration, Piramal consumer products division CEO Nitish Bajaj said, “We are pleased to welcome Jisshu Sengupta into the Polycrol family. His authentic connection with the people of Eastern India and his widespread appeal aligns perfectly with our brand’s ethos of trust and reliability. Given his deep resonance with our objective, we look forward to an incredibly fulfilling association.”

    Indian actor, producer, and television presenter Jisshu Sengupta expressed, “As someone who understands the importance of balancing a hectic schedule with proper self-care, I am happy to represent Polycrol. The brand has made significant strides in its commitment to redefining digestive wellness, and I look forward to contributing to its journey of providing relief and comfort to millions across the region.”

    Aligned with its dedication to innovation and consumer satisfaction, the campaign aims to underscore Polycrol’s superior efficacy in providing quick and long-term relief from acidity and positions the brand as the ultimate solution for individuals leading busy lifestyles.

  • Are Those Neeman’s Shoes’: An ingenious campaign to hack voice data on smartphones

    Are Those Neeman’s Shoes’: An ingenious campaign to hack voice data on smartphones

    Mumbai: VML, the global brand, customer experience, and commerce agency has crafted an unconventional and disruptive campaign called “Are Those Neeman’s Shoes”, its first for the digital-first footwear brand.

    In a partnership that began with the idea in January 2024, Neeman’s and VML worked with The Other Half, a boutique production company, to launch an effective strategy to increase awareness and traffic to the brand’s website and reach a wider audience.

    Covered widely by media over the years, it’s no secret that marketers use voice data to target consumers with ads. The campaign taps into this insight – and hacks the algorithm.

    VML India CCO Mukund Olety reflected on the campaign, stating, “Challenged by a tight budget, we were thrilled to create this guerrilla-style campaign with Neeman’s. We’ve all experienced it at times. Our phones are listening to us. We’ll be talking about something and minutes later an ad for that pops up on your phone. Some find it eerie but we wanted to use that power for good – Neeman’s good, to be precise.”

    “Are Those Neeman’s Shoes Phone Hack” features two influencers traversing across the country, adorned in Neeman’s Shoes, drawing attention with their loud, enthusiastic question, “Are those Neeman’s shoes?”. Trying to capture not only people’s attention but also that of their always-listening phones, the cheeky awareness campaign has hit its mark with a 19% uplift in brand search queries on Google and a strong increase in organic website sessions.

    [Amar Preet Singh and Taran Chhabra, founders at Neeman’s] said of the campaign, “At Neeman’s we are constantly innovating, whether it is our products or campaigns. With the ever-evolving digital landscape, the audience expects you to deliver never-before-experienced content to entertain them. It’s in our personality to stay curious, explore, and learn new mediums of engagement that bring forth a new perspective and open up conversations with the larger community. Working with VML and The Other Half, as partners on this campaign, was a refreshing experience for their understanding of content trends and tech has truly helped us spin together a campaign that we believe will score highly on wit, and impact. With the success of the initial launch, we are already planning to bring the campaign to more cities across India – so get ready for your phone to hear: “Are those Neeman’s shoes?” in a city near you!”

  • Mankind Pharma honours Nurses’ compassion with touching video campaign

    Mankind Pharma honours Nurses’ compassion with touching video campaign

    Mumbai Mankind Pharma, a reputed global pharmaceutical firm, upholds a profound commitment to spreading kindness and recognizing exceptional service across diverse professions and industries. In a new video campaign to celebrate International Nurses’ Day, Mankind Pharma pays homage to the remarkable individuals whose dedication reflects the essence of selfless care. Nurses embody this ethos daily, consistently dedicating themselves to helping others.

    The video campaign tells the story of Martha, a nurse whose initial stern demeanour contrasts with the deep compassion at the core of her profession. Her empathy becomes evident through her comforting actions toward a patient, revealing her profound understanding of his needs. The video serves as a touching tribute to the unsung heroes of healthcare—the nurses who go beyond their duties to care for their patients. It highlights the human side of nursing and showcases the empathy, compassion, and dedication that nurses bring to their work every day.

    On the occasion of International Nurses Day, Mankind Pharma Ltd vice-chairman and managing director Rajeev Juneja expressed, “Mankind Pharma is deeply inspired by the extraordinary dedication and compassion of nurses. Their unwavering commitment to patient care, even in challenging circumstances, embodies the highest ideals of nursing. Our video campaign is a tribute to the nursing community, acknowledging their indispensable role in enhancing the lives of patients and their families. Through this campaign, we aim to celebrate their remarkable work and the significant impact they have on healthcare and society.”

    Juneja further added “Whether in times of a global crisis like the COVID-19 pandemic or during natural disasters like floods, Mankind Pharma has consistently been at the forefront, donating, helping, and appreciating communities that share the belief in spreading kindness. Similarly, nurses embody this spirit by consistently exceeding their duties to care for others.”

    Through these campaigns, Mankind Pharma aims to increase awareness about the critical role of nurses, promote solidarity, and advocate for positive change within the nursing profession and healthcare systems globally. Mankind Pharma expresses heartfelt gratitude and respect for the selfless service of nurses and hopes this touching story will inspire others to appreciate nurses’ invaluable contributions and profound impact on the healthcare ecosystem. International Nurses’ Day serves as a reminder of their dedication, expertise, and compassion that are central to promoting health and well-being for all.

  • Fanta launches a new Fnacking campaign featuring Kartik Aaryan

    Fanta launches a new Fnacking campaign featuring Kartik Aaryan

    Mumbai: Fanta, the renowned and flavorful beverage brand of Coca-Cola India, unveils a new campaign to showcase the joy of Fnacking by having the flavorful Fanta Orange with their favorite snacks. The campaign film featuring Kartik Aryan, encourages consumers to seize the moment and build a perfect snacking ritual with Fanta’s multisensorial and indulgent taste. India’s snacking landscape is exploding with experimentation from unusual snack combinations to testing viral food hacks, experimentation snacks to snack review. Amidst this, Fanta acts a perfect enabler to enhance the taste of these sumptuous delights. Grab a FANTA & a Snack and Get FNACKING!

    In the Fnacking campaign, Bollywood sensation Kartik Aaryan showcases the playful side of ‘Fnacking.’ Yes, that’s a new term to capture the fun of snacking with delicious Fanta. Kartik breathes life into the concept of experimenting with Fanta Orange and snacks, portraying Fanta as the catalyst for unconventional and experimental snacking, both at home and with friends.

    Conceptualized by Ogilvy, the campaign is set to captivate audiences across multiple platforms, including television, digital media, and outdoor advertising, bringing the charm of Fanta to every corner of the nation.

    Commenting on the campaign, Coca Cola India and South-West Asia senior category director, sparkling flavours Sumeli Chatterjee said, “We are celebrating Fnacking as the joy of snacking in its unique, flavourful Fanta way. This campaign emphasizes that snacking is not just about quelling hunger but about elevating the entire experience with flavors that excite the taste buds. We are thrilled that Kartik Aaryan agrees with us and loves to add Fanta to his snacking ritual, making every moment more vibrant and enjoyable. Fnacking is not just a moment but a delicious sensorial experience.”

    Speaking on his association with Fanta, actor Kartik Aaryan said “Being part of Fanta’s Fnacking campaign has been amazing! Fanta’s indulgent and flavorful Fnacking proposition is a game-changer. It’s truly exhilarating for me to be involved in this captivating campaign that brings a Champion spirit and a fresh perspective to the table.”

    Commenting on the campaign, Ogilvy North chief creative officer Ritu Sharda added, “We love experimenting with our snacks, constantly exploring unique combinations of flavours. This is why it comes as no surprise when you hear snack names like Samosa Bhel, Pakora Pav, and the likes. To demonstrate the coming together of Fanta and this culinary spirit, we’ve created a visually stunning world inspired by the Gram, where Kartik Aryan crafts these amazing snack fusions. With a playful twist, he enhances the flavour journey by adding a splash of delicious Fanta, transforming it into a “Fnack” (Fanta + Snack), making every bite more vibrant and enjoyable.”

     

  • Moov launches new film Aao Dard Mitayein

    Moov launches new film Aao Dard Mitayein

    Mumbai: Moov, the name in pain relief solutions, has released its new campaign, Aao Dard Mitayein, for Moov, aimed at highlighting the brand’s commitment to providing effective pain relief for people of all ages. Since its inception in 1986, Moov has been synonymous with trust and efficacy, offering a range of products designed to alleviate everyday chronic pains.

    The new film, conceptualised by Havas Worldwide India, showcases Moov’s evolution over the years, emphasizing its enduring position as the go-to choice for individuals seeking long-lasting relief from aches and pains. Available in both gel and spray formats, Moov’s innovative formula, fortified with ‘Four Active Ingredients’, penetrates deep into muscles, providing warmth and relaxation for swift recovery.

    The film portrays the universal nature of pain and the importance of finding quick and gentle solutions to overcome it. By alleviating discomfort, Moov enables individuals to focus on what truly matters – cherishing moments with loved ones, pursuing passions, and making a positive impact on the world.

    Speaking about the campaign,  Reckitt regional marketing director, South Asia – Health & Nutrition Kanika Kalra said, “For over three decades, Moov has aimed to help people by not letting pain come in the way of their life. Our advertising has always reflected this purpose. As we worked on this campaign, we reflected on what Moov’s purpose meant for today’s India. Today, as Indians, we aim to maximize life by not just helping ourselves and our family but also by leaving a positive impact on the world around us. But, we can only do that if we are ourselves free of pain. That is what the new campaign by Moov tries to capture through it’s beautiful message of ‘Don’t let pain come in the way of doing good’. We believe that as India’s most-loved pain relief brand, Moov’s new campaign will resonate with every Indian and inspire them to maximize their lives pain-free.”

    Havas Worldwide India chief creative officer Anupama Ramaswamy said, “What makes this world go round is not the big things; it’s the small acts of goodness that people do for others without expecting anything in return. And Moov believes that the last thing that should come between such acts of goodness is physical pain. With this endearing story, Moov nudges you to go beyond the call of duty and relieve others of their problems… Aao dard mitayein.”

  • Ageas Federal Life Insurance launches Cradle to Crease campaign

    Ageas Federal Life Insurance launches Cradle to Crease campaign

    Mumbai: Ageas Federal Life Insurance, has introduces its latest brand campaign film, “Cradle to Crease,” an initiative that drives home the message that while the future might be exciting, evolving and uncertain, by focusing on financial planning and investing in life insurance, one can face the future with optimism, hope and confidence.

    In today’s rapidly evolving landscape, a child’s future isn’t as distant as it once seemed. Recognizing this, the campaign sheds light on the significance of early financial planning for parents through the lens of Sachin Tendulkar’s debut.

    Speaking about the brand film, Ageas Federal Life Insurance Sr VP & head – marketing Erum Kidwai remarked, “With “Cradle to Crease,” we aim to redefine the narrative surrounding financial planning and insurance. Sachin Tendulkar’s journey serves as a powerful reminder that there is no fixed age or time to prioritize financial security. Through this film, we seek to inspire individuals to take charge of their future fearlessly and embrace a proactive approach towards financial planning through insurance.”

    Commenting on the brand’s use of innovative technology when it comes to marketing campaigns, Kidwai added, “Be it our Young Sachin campaign, The Boy Who Dreamed, SachinVerse campaign or the present Cradle to Crease Ad, we are proud to be the first brand in the BFSI sector in India to integrate Gen AI and Deep Fake positively to educate audiences about the necessity of Life Insurance in a way that is relatable to today’s tech savvy audience.  These campaigns also ensure that they appeal to the entire spectrum of our target audience from all age groups”.

    Building on the long-term brand philosophy of #FutureFearless, the brand reminds people that with timely investment through life insurance, they can be adequately prepared for any uncertainties or disruptions that life throws at us.  The film underscores the versatility and relevance of life insurance products across all age groups, reinforcing the message that it’s never to early or late to secure one’s future, the right time is whenever one chooses to act.

    VML CCO Mukund Olety shared, “After a very successful Young Sachin campaign, we have created Cradle to Crease. The film features Sachin walking through the tunnel of life as he reaches the pitch. Using technology, we’ve created a hyper-realistic rendition of 16-year-old Sachin to recreate the moment he made his international debut. With the power of Gen-AI, we’ve told a story that could not have been told 5 years ago. We are constantly pushing boundaries and using technology to make storytelling richer and better. We’re sure seeing Sachin walk up to his debut shall inspire a lot of parents to plan better.”

    The 360 campaign will be amplified across social media platforms, including sports, news and finance channels and OOH and digital OOH across 6 cities including Mumbai, Delhi NCR, Kolkata, Kerala (Cochin, Kottayam, and Trivandrum) to effectively engage its target audience, amplifying its message of prudent financial planning. The brand’s previous campaigns have consistently won recognition including in Campaign India’s “Picks of the Week”, “New York Festival Ad Awards”, “ZEE Kyoorius Creative Awards 2023” and Exchange4media’s “Best Ads of the fortnight,” underscoring AFLI’s impactful brand presence.

    The “Cradle to Crease” ad campaign featuring Sachin Tendulkar is a testament to Ageas Federal Life Insurance’s commitment to empowering individuals to lead a life and lifestyle of their choice fearlessly. We invite viewers to join us on this inspiring journey towards prudent financial planning.

  • Lowe Lintas & Naukri collaborate to launch a new campaign

    Lowe Lintas & Naukri collaborate to launch a new campaign

    Mumbai: Lowe Lintas has joined forces with Naukri.com, India’s premier careers platform, to introduce an engaging new campaign tailored specifically for the ambitious Gen Z workforce. The campaign aims to reinforce Naukri’s position as the preferred destination for young professionals, by showcasing & legitimizing their ambitious behavior.

    In today’s dynamic corporate landscape, the younger individuals are characterized by their ambition, drive, and determination to succeed. In a world governed by age-old rules and wisdom, Gen Z are in a hurry when it comes to careers. They are ambitious for growth, unwilling to settle for anything lesser than their goals. And while the world may see it as a not so positive trait, they see it as essential for getting ahead in their professional journeys.

    Recognizing this trait, Naukri & Lowe Lintas has conceptualised a strategic campaign focused for this discerning demographic.

    Intended to go live during IPL where ACDs are no more than 15seconds, the campaign leverages compelling storytelling & resonant messaging, to connect with Gen Z job seekers on a deeper level. Developed in a tone & manner that is quint-essential ‘Naukri’ – insightful & light-hearted yet thought provoking, the films exhibit the change that has begun shaping careers all over.

    Info Edge (India) Ltd CMO Sumeet Singh expressed her enthusiasm for the collaboration, remarking, “Naukri has always championed the cause of India’s professionals. With this campaign, we are siding with the ambitious Gen-Z, who now make up most of the country’s workforce, and we’re teaming up with them for their career building.”

    Lowe Lintas regional creative officer Vasudha Mishra shared her insights on the campaign, stating, “When it comes to jobs, the young are not reticent. They know what they want, and they cannot be gaslighted into settling for less. Especially when they have as their ally, Naukri, one of the most iconic modern brands of India. Two spots, done with the signature irreverent style of the brand, done by our fabulously talented team at Lowe Lintas.”

    The campaign is now live on the JioCinema IPL feed and other online platforms.

  • Enormous launches ‘Move the World on Your Fingertips’ campaign

    Enormous launches ‘Move the World on Your Fingertips’ campaign

    Mumbai: Sobhita Dhulipala is the face of the campaign. She embodies the essence of sophistication and empowerment. Her portrayal in the film captures the elegance and confidence of individuals who navigate through life with effortless grace, mirroring the seamless control offered by Jaquar QLOUD.

    Commenting on the launch, Jaquar Group CMO Sandeep Shukla said, “Behind the elegant interface of Jaquar QLOUD lies a robust system engineered to withstand tough Indian operating conditions and provide dependable performance. From hardy sensors to super-responsive electronic valves, every aspect of Qloud is designed to enhance your showering pleasure.”

    Talking about the campaign, Enormous Brands managing partner & CCO Ashish Khazanchi said, “There are those who are constantly on the move, and there are some who move the world at their fingertips. Qloud embodies the power of touch and sparks magic with a swish of the wrist. Our customer is the perfect example of someone who can make the world orbit around her whims and fancies. Much like the Qloud, conjuring a spectacle by simply raising your hand and unleashing the power of touch.”

    QLOUD stands as a testament to Jaquar’s commitment to crafting products that blend style, innovation, and affordability seamlessly. With its cutting-edge technology and multiple modes controlled by a simple touch, QLOUD puts the power of customization in the user’s hands, offering a showering experience like no other.