Mumbai: A herbal and natural homegrown skincare brand, Jovees, has quite a vast presence in the Pan-India market with West Bengal is one of the top markets. The brand’s uncompromising take on quality and ingredients makes it a hit amongst Indians.
The brand wanted to tap into modern-day love between couples with this TVC and wanted to bring out the sweet and sour glowing moments that they spend with each other. The band played on the element of Bengal being called the Shonar Bangla (Golden Bengal) and mixed it up with the connotation of Shonar Chomok (Golden Glow) which was beautifully executed by Mixed Route Juice, a full-service agency.
The ad stars West Bengal’s two biggest stars Gaurav Chakrabarty and Ritabhari Chakraborty, who have given various Tollywood and Bollywood hits.
Ritabhari is known for her work in various Bengali films and also for starring in the famous horror film, Pari.
Gaurav is the new face of Bengali cinema and does strong character-based roles.
He is also the new face of the Bengali detective “Byomkesh Bakshi”. He was also in the famous Zee 5 TV Series – Lal Bazaar.
Bengal is called Shonar Bangla which roughly translates to the “Golden Bengal”, and in Bengal, the habit of calling your better half is as evident as having fish and rice for lunch. So the ad connects both and establishes the communication that – Bengalis are Mad about their Shonas, and to keep that Golden glow on your Shona, there is Jovees
Agency: Mixed Route Juice
Creative Head: Amrita Sharma
Copywriter: Aniket Tiwari
Art head: Tapas Ray