Mumbai: Kara Wipes, popular skin and natural beauty care brand from Future ConsumerLimited, the food and FMCG arm of Future Group launches #FastFreshness campaign this summer. Conceptualized and created by Basecamp India #FastFreshness campaign highlights the brand proposition of instant freshness in a tongue-in cheek manner.
Pictured synergizing the ambience of an extremely sunny open air bus and at the same time parodying the safety announcements done in airlines, the campaign depictswell-groomed airhostess giving instructions on how to use Kara Refreshing Wipes in the most quirky way. Synced to a hustle and chaotic traffic commotion sound, the commercial goes on to emphasize on Peel →Pull → Apply, an easy way to use the product and get fresh quicklywhile you are on the go.
Speaking about the campaign, Mr. Rahul Kansal, Head – Business Strategy and Marketing, Future Consumer Limited says, “In this season with soaring temperaturesall one needs is fast freshness and this is exactly what just one wipe of Kara can instantly provide. The campaign is simple, quirky and at the same time effectively communicates our key message of staying fresh while you are on the go.”
Commenting on the creative of the campaign, Mr. Anil Bhardwaj, Director, Basecamp India,“Kara as a brand is extremely popular in its category. Through this campaign we wanted the ad to showcase the hustle and discomfort that people go through while travelling in the heat and advocate the use of Kara to stay fresh and cool. We hope that the campaign is successful in connecting with the audience.”
The campaign is live and will be extensively promoted across television including popular and impactful spots like IPL, The Kapil Sharma Show, Rangoon Movie (World TV Premiere), Nach Baliyeetc., on Sarabhai vs Sarabhavi Take 2 on Hotstar, OOH and Future Group stores.
- Creative Agency: Basecamp India Communications pvt. Ltd.
- Creative Head/Director: Deepak Peter, Sachin Bhardwaj
- Creative Team:Zawed Akhtar, Pooja Pandey, Ankitakhot, NayanGonbare
- Accounts Team:Karan Sharma
- Production House:Chris Chros Films
- Director of the film:Anand Karir