Campaign India Team
Nov 16, 2016

Amway Attitude rides inner glow of goodness, reiterates 'Be Bright' premise

Watch the ad film conceptualised by Rediffusion Y&R here

Amway has rolled out a film conceptualised by Rediffusion Y&R, for its Attitude range of beauty products. 
The film is set at a traffic signal on a hot day. A young girl looks outside her car window and spots a young woman riding a two-wheeler next to her. The lady takes off her helmet as she stops at the signal. She notices the young girl and the duo exchange smiles. She then notices the traffic policeman manning the traffic. He's sweating due to the sun and his efforts. She rides to him and to his surprise, hands him a bottle of water. The man drinks a sip and hands the bottle back. But she gestures for him to keep it. They exchange smiles as the lady rides off. The young girl in the car looks on. The film ends with the voice over, 'Glow sirf chehre pe hi nahi, dil mein bhi hai' (The glow is not just on the face,but also in the heart), as Attitude 'Be Bright – Brightening Cream' is introduced.
Anisha Sharma, category head (beauty) – Amway, said, "The beauty market is so overcrowded with problem-solution advertising that we wanted our brand to stand out by showcasing a script that focused on the inner glow. We wanted to portray situations where the individual inner glow/spark rubs off positively on those around her. We strongly believe that beauty is beyond just looks. In fact, it is all about attitude. This is one of the key embodiments of brand ‘Attitude’.”
Pranav Harihar Sharma, ECD (North and West), Rediffusion Y&R, who has also written and directed the film, said, "Very rarely you come across this kind of a brief. And Amway ‘Attitude’ has the history of creating a communication that breaks the category codes. The brand ‘Attitude’ was launched four years back by Rediffusion with a similar mindset. This time when we set to pen the script of ‘Be Bright’ those campaign codes were there at the back of our mind. This film is based on a simple observation which we all can relate to. The only difference is that we have not seen the world through that lens. It needs brightness inside the heart to see and do such an act. And that’s what the brand ‘Be Bright’ stands for." 
Suman Varma, head of operations (North), Rediffusion Y&R, added, “I attended most of the research, just to be sure we were on the right path. It’s important to hear what the consumers are saying. It’s a very, very different take on a skincare product, but then this differentiation came purely from the brief. The results on the digital platform have been amazing. What more can we ask for.”
Client: Amway
Brand: Attitude 
Creative agency: Rediffusion Y&R
President: Dhunji Wadia 
CCO: Rahul Jauhari
Head of operations: Suman Varma, Rediffusion Y&R, Kolkata
ECD, writer, director (film): Pranav Harihar Sharma 
Production house: Gang Motion Pictures
Producers: Sreeram Ramanathan, Sumeet Kamath
Music director: Hanif Shaikh
Director of photography: Vishal Sinha
Campaign India

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