Mumbai: Everyuth Naturals releases a unique and disruptive brand ad for its newly launched variant, Tulsi-Turmeric Facewash.
The core idea of the campaign has been conceived and executed by J Walter Thompson, Mumbai; which created around a simple insight – pimples and breakouts happen; it’s only normal. There is no need to panic, it suggests, because it is NOT the end of your world
Many communications in the beauty category rely on the panic caused by sudden skin breakouts or the loss of confidence, due to a fall from that picture-perfect idea of beauty. The brand understands that there will be a lot of people who will give unwanted beauty advice. Therefore, in an effervescent, relatable manner it asks you to ignore them and go on doing the things you love while Everyuth Naturals does its duty of taking care of your skin woes.
The TVC confidently steps out of beauty molds and shows the protagonist poking fun at her pimple, and not letting her skin problems stop her in any way. Truly the right message to be sent out by beauty brands to young, impressionable minds. The TVC uses stand-up comedy as a means to reach out to the new age, social-media savvy youth.
Commenting on the campaign, Tarun Arora, COO, Zydus Wellness said; “Our numerous consumer studies and immersions led us to the trend that the young girls of today while impressionable and under peer pressure, are still being brave and experimentative. There is an inherent desire among these girls to not succumb to any pressure, chart out their own unique journey and pen their own life stories. It brought us to a very strong synergy between the core “natural” proposition of the brand Everyuth Naturals and being natural and “following your heart” attitude of the consumers.
Commenting on the concept of the campaign; Tina Sachdev, VP & Executive Creative Director, JWT Mumbai said; “Unlike the damsel in distress often portrayed in advertising focussed on pimples, Everyuth reflects the upbeat young girl who isn’t hiding her face in acute embarrassment every time her skin breaks out in a pimple. Instead she happily gets people around her breaking into laughter with her own wry observations of people and their response to her skin issues. The idea of using a stand- up comedian we felt is fresh for a category still dominated by a problem solution format.”
Link to the campaign:
CREDITS
Team Everyuth Naturals:
GM Marketing : Sachin Dingankar
DGM Marketing: Bhupesh Desale
Senior Manager Marketing: Hersh Magotra
Team JWT Mumbai:
Managing Partner: Rajesh Gangwani
Sr. VP & National Creative Director: Tista Sen
VP & Executive Creative Director: Tina Sachdev
Creative Director, Copy: Chitra Bhanu
Art Supervisor: Saloni Harshwal
Sr. VP & Executive Business Director: Samarth Shrivastava
Associate Vice President: Giridhar Bhat
Account Director: Arnab Ray
Account Manager: Amreta Bernard
Sr. VP & Executive Planning Director: Shaziya Khan
Planning Director: Layla Khan
Films Head: Firdaus Bohari
Production house: Ignition Films
Director: Rensil D’Silva
Producer: Partha Sarkar
