Mumbai: Jyothy Labs has unveiled its new Anti-Bacterial EXO range powered by Bio-Enzymes, marking the brand’s entry into the dishwashing liquid category while also refreshing its existing EXO Bar and EXO Round product ranges.
Developed by a simple agency, the creative unit of Loggerheads, the new national campaign introduces a dual-voice communication strategy featuring Bollywood actor Yami Gautam and South Indian actress Keerthy Suresh as brand faces for different regions.
Yami Gautam will lead the brand communication across North, East and West India, while Keerthy Suresh will represent EXO across Southern markets. The campaign aims to create stronger regional connections by using familiar and trusted personalities while maintaining a consistent national brand narrative.
The campaign focuses on keeping the product at the centre of communication, highlighting the Bio-Enzyme formulation of Anti-Bacterial EXO and its performance benefits. Rather than relying on celebrity-led storytelling, the films demonstrate the product’s functionality, with the actors helping make the messaging more relatable for consumers across markets.
Speaking about the campaign, Chirag, Founder of a simple agency, said, “Our brief from the very beginning was simple: the product had to remain the hero. Jyothy Labs’ decision to adopt a two-voice approach allowed the campaign to connect with audiences across different parts of the country through familiar and trusted faces. As the creative agency, our role was to bring this direction to life in a way that felt locally relevant while keeping the focus firmly on Anti-Bacterial EXO and its performance. While the faces changed, the message remained consistent. Every creative decision was made to strengthen relatability without allowing the celebrity presence to overshadow the product.”
The campaign is currently live across television, digital platforms and retail touchpoints, featuring region-specific creatives designed to engage consumers while delivering a unified brand message nationwide.
