Addressing the widespread issue of oily male skin in Indonesia was challenging. While Indonesians knew the benefits of taking care of their skin, many men saw it as unnecessary
To promote their new face wash and boost the confidence and self-esteem of Indonesian men, POND’s Men developed a witty film based around the masculinity and pride of traditional Indonesian warriors. The film showed how real warriors aren’t afraid to keep their skin clean, and how oily, unclean skin would only make them less approachable in a comedic and lighthearted way.