Directed by Jessica Sadana, the ad features the iconic 1960s hit ‘Itsy Bitsy Teenie Weenie Yellow Polka Dot Bikini’
Veet has unveiled its latest campaign, ‘Smoothest Way to Sexy’, aiming to break the silence around intimate grooming and promote confidence through comfortable self-care. The campaign positions Veet Pure Sensitive Hair Removal Cream as a painless, effective, and dermatologically tested solution tailored for sensitive skin – including the full bikini area.
The ad, directed by Jessica Sadana (known for the web series Adulting), is set to the upbeat rhythm of Brian Hyland’s 1960s classic, ‘Itsy Bitsy Teenie Weenie Yellow Polka Dot Bikini’. It opens with a group of women hesitating to wear bikinis at the beach. But after using Veet Pure Sensitive, they shed their doubts along with unwanted hair, radiating confidence and self-assurance.
Formulated specifically for sensitive skin, Veet Pure Sensitive offers a creamy texture that delivers smooth, irritation-free results – eliminating common pain points such as cuts, nicks, and itchy regrowth. The product has been clinically tested in German labs, reaffirming its promise of safety and effectiveness.
Kanika Kalra, Regional Marketing Director – Health, Reckitt South Asia, said:
“At Reckitt, we believe in developing products that empower women to feel confident in their skin – especially in areas where conversations have traditionally been silent. With ‘Smoothest Way to Sexy’, we’re not just offering a superior grooming solution, but also starting a bold and relatable conversation about body confidence. Because feeling sexy starts with feeling comfortable, and Veet is here to support that journey – quickly, gently, and effectively.”
The campaign underscores themes of body positivity, self-expression, and freedom, all while reinforcing Veet’s leadership in delivering smarter, gentler hair removal solutions for modern women.
The TVC is now airing across digital and traditional media platforms, aiming to connect with a new generation seeking not just smooth skin – but the confidence that comes with it.
