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Joy Cosmetics launches new TVC with Anushka Sharma

News Helpline | May, 29 2013

Kolkata-based Joy Cosmetics has released a new TV campaign to promote its fast growing facewash range, Skin Fruits. The TVC has been conceptualised by Scarecrow Communications and has been produced by Old School Films.

The ad features Anushka Sharma engaged in sporting activities like volleyball, baseball and basketball. However, in each case, the ball has been substituted with a giant sized apple, lemon and strawberry respectively! And at the moment of collision, the fruit explodes and a blast of fruity liquid splashes on her face. The Voiceover conveys the positioning-  Skin Fruits - Yeh sirf facewash nahin, yeh hai Fruitwash.

Says Sunil Agarwal, Director, Joy Cosmetics, "Our facewash range is growing very fast, especially in North India. One of the reasons is, our facewash quality is great as it is packed with the goodness of fruit. This ad celebrates our fruit legacy and helps us own it in the consumer's mind."

Says Raghu Bhat, Founder Director, Scarecrow Communications,"Facewash is a crowded category and the client has already created the first level of disruption by calling it Skin Fruits which is a brilliant name. We have now added an audio disruption by coining a catchy term - fruitwash as well as a visual disruption by showing giant sized fruits exploding. We hope that the combination of the two will create a distinct position for Joy Skin Fruits."

Says Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications, "Though the competition is very stiff, from the consumers point of view, face wash category is relatively new in India and hence opinion about brands are still being formed. It was important for us to find and own a very distinct brand space and imprint the same in consumers mind, think we have achieved that.

The campaign will be supported by press, digital and outdoor.


Client: Joy Cosmetics

Agency: Scarecrow Communications

Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Kapil Tammal, Lalit Sakurkar

Strategic Planning: Arunava (Joy) Sengupta

Account Mgt:  Mansi Chaudhary

Production House: Old School Films

Director: Jonathan Lennard

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