Everyuth Naturals and JWT Mumbai have launched a new campaign for Everyuth’s new 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
“The brand understands that there will be a lot of people who will give unwanted beauty advice,” a statement explained. “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.
DIVERGE talked to Samarth Shrivastava, VP & EBD, J. Walter Thompson Mumbai to find out more:
Where did this idea come from?
This was a result of a collaborative workshop with JWT, client and a research company. Beauty brands across categories are either pushing the panic button on skin issues or selling an unrealistic beauty story. But Everyuth wanted to be relatable, while being relevant.
This idea manages to do both – it is relatable because the protagonist is a realist, who goes on with life even when she has been faced with a skin problem. She is relaxed in the fact that there is a product which will take care of her skin. The idea is also relevant because it uses a youth-centric medium like stand-up comedy to put forth the message.
Why is it significant?
It is the launch of a new product, which also uses ingredients that are new in the facewash category. Therefore, even the communication needed to say something fresh and different.
What is the message you hope to convey?
On a product level, the wish to educate the consumer about the effectiveness of naturals ingredients like Tulsi and Turmeric on pimples and marks. And on an emotional level, we hope to instill confidence
in young girls, so that they don’t let their skin woes stop them from being their best.
Who is the team behind it?
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